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Kushner’s $20B Power Play: Taking Over the World Cup
FIFA’s Big Plan to Sell Part of the World Cup: What You Need to Know
Quick Context: FIFA (the group that runs world soccer) wants to create a new company worth $20 billion to run the World Cup. They want private investors to buy small pieces of it. But Europe’s soccer boss, UEFA, is very angry and says "football is not for sale."
What Is FIFA Planning?
FIFA President Gianni Infantino announced a plan to create a new commercial company called FIFA Forward Enterprise (FFE). Here’s the simple breakdown:
- What it would do: Run major tournaments like the World Cup and the Club World Cup
- How much it’s worth: $20 billion (that’s 20,000 millions!)
- How they’ll get money: Sell minority shares (small pieces) to private investors
- First fundraising goal: $4.2 billion later this year
- Who’s helping: J.P. Morgan (a huge bank) is advising them
Important Point: FIFA says they would keep full control of soccer rules, calendars, and decisions. Investors would only get a financial share — no say in how the game is played.
Who Are the Investors?
One of the names attached to this plan is Thrive Eternal, an investment firm started by Joshua Kushner.
- Joshua Kushner is the brother of Jared Kushner
- Jared Kushner is married to Ivanka Trump (daughter of U.S. President Donald Trump)
- This adds a political layer to the business deal
Why Is UEFA So Mad?
UEFA (Union of European Football Associations) runs soccer in Europe — including the Champions League and the Euros. They represent 55 of FIFA’s 211 members.
UEFA’s Main Complaints:
| Issue | What UEFA Says |
|---|---|
| Ownership | "It is not FIFA’s to sell. None of us are the owners of football." |
| Transparency | "Zero transparency as to who gains financially." |
| Governance | "The soul and governance of football are not assets to trade." |
| Red Line | "This crosses a line that football’s governing institutions should never cross." |
Callout: UEFA says every national football association should take this seriously.
What Do Member Countries Get?
FIFA has 211 member federations (national soccer organizations). To get them on board, FIFA is offering big money:
The "FIFA Fast-Forward Program" — Money Per Country
| Time Period | Current Plan | New Offer |
|---|---|---|
| 2027–2030 | $8 million | $20 million |
| Next cycle | — | $22 million |
| Following cycle | — | $24 million |
- Countries can choose whether to join
- FIFA says this is about "democratization of football worldwide"
- But members must approve the plan first
Has FIFA Tried This Before?
Yes. This is Infantino’s second attempt to bring in private billions.
2018 Attempt (Failed)
- Deal: $25 billion over 12 years with SoftBank (Japan)
- Backed by: Saudi Arabian money
- Goal: Create new global competitions (like expanded Club World Cup)
- Result: Blocked by UEFA — they saw it as a threat to the Champions League
Since Then:
- Infantino built closer ties with Saudi Arabia
- Saudi Arabia will host the 2034 World Cup
- Saudi money largely funded the 2023 Club World Cup in the U.S.
What’s Next for Infantino?
- He’s expected to be re-elected unopposed in 2025 for a fourth term (through 2031)
- At his 2023 re-election, he said a CEO with such financial results would be kept forever
- Rumors suggest he might want a global commissioner role in the new FFE company
- FIFA says: "This has never been discussed… but the FIFA president will have a leading role if approved."
Timeline & Next Steps
- July 18 – Infantino pitched the idea to members in Manhattan (before World Cup final)
- Now – "Consultation process has begun"
- Nov 23 – FIFA online congress (to confirm 2031 & 2035 Women’s World Cup hosts)
- Future – Debate and vote by FIFA Council and all 211 members (no set date yet)
Summary
| Key Point | Details |
|---|---|
| The Plan | Create a $20B company (FFE) to run World Cup & Club World Cup |
| The Money | Raise $4.2B first by selling minority shares to private investors |
| The Investors | Include Joshua Kushner’s firm (Trump family connection) |
| The Opposition | UEFA says "football is not for sale" — calls it a red line |
| The Carrot | $20M–$24M per member federation per cycle (vs $8M now) |
| Control | FIFA says it keeps 100% of soccer decisions |
| History | Similar $25B deal failed in 2018 after UEFA backlash |
| Politics | Deepening ties between Infantino, Trump, and Saudi Arabia |
FAQ
What exactly is FIFA Forward Enterprise (FFE)?
It’s a proposed for-profit company owned mostly by FIFA, but with private investors buying small shares. It would handle the business side of big tournaments (sponsorships, TV rights, ticketing), while FIFA keeps control of rules, calendars, and governance.
Why does UEFA hate this plan?
UEFA believes:
- Football belongs to everyone, not to be sold for profit
- There’s no transparency on who profits
- It threatens the independence of soccer governance
- It could undermine UEFA’s own tournaments (Champions League, Euros)
Will this definitely happen?
No. It needs approval from:
- FIFA Council (chaired by Infantino)
- All 211 member federations
- Likely legal and regulatory reviews
UEFA’s opposition makes it very uncertain.
How does this affect regular fans?
Potentially:
- Ticket prices could rise (2026 World Cup had record-high prices)
- More commercialization of tournaments
- But also: more money for developing soccer in poorer countries
What’s the Trump/Kushner connection?
Joshua Kushner (Jared’s brother) runs an investment firm interested in buying a stake. Jared Kushner is Donald Trump’s son-in-law. Infantino and Trump have developed a close personal and political relationship, especially around the 2026 World Cup (hosted in U.S./Canada/Mexico).
Final Thought: This is a battle for the soul of soccer — between those who see it as a global public trust and those who see it as a massive business opportunity. The next year will decide which vision wins.
