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FIFA’s $20B Kushner Plan: Who Runs the World Cup Now?
FIFA’s Big Plan to Sell Part of the World Cup: What You Need to Know
Quick Summary: FIFA wants to create a $20 billion company to run the World Cup with private investors. European soccer bosses are furious, saying "football is not for sale."
What Just Happened?
On Tuesday, FIFA President Gianni Infantino announced a bold new plan: create a commercial company called FIFA Forward Enterprise (FFE) to run major tournaments like the World Cup and Club World Cup. The company would be valued at $20 billion and bring in private investors to raise up to $4.2 billion.
But within hours, UEFA (the organization that runs European soccer) fired back with a blistering statement: "It is not FIFA’s to sell. None of us are the owners of football."
The Plan in Simple Terms
What Is FIFA Forward Enterprise (FFE)?
Think of FFE as a business spin-off. Right now, FIFA is a non-profit association based in Switzerland with 211 member countries. FFE would be a separate, for-profit company that handles the commercial side of big tournaments:
- Selling TV rights
- Sponsorship deals
- Ticket sales
- Hospitality packages
Who Would Invest?
FIFA is working with J.P. Morgan (a giant bank) to find "long-term investors" who would buy minority, non-controlling stakes — meaning they own a slice but don’t call the shots.
One named investor: Thrive Eternal, launched by Joshua Kushner. His brother? Jared Kushner, son-in-law of U.S. President Donald Trump.
Important Point: This isn’t the first time Infantino has tried something like this. In 2018, he pitched a $25 billion deal with Japan’s SoftBank (backed by Saudi money). UEFA blocked it. This is round two.
Why Is UEFA So Angry?
UEFA represents 55 of FIFA’s 211 members — including powerhouses like England, Germany, Spain, and France. Their objections:
| UEFA’s Concern | What It Means |
|---|---|
| "Football is not for sale" | The soul of the game shouldn’t be a financial asset |
| Zero transparency | We don’t know who profits or how decisions are made |
| Governance crossing a line | Commercial interests could override sporting integrity |
| Threat to UEFA’s tournaments | Club World Cup could rival the Champions League |
UEFA’s exact words: "The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially."
The Money Pitch to Member Countries
Here’s how FIFA is trying to win support: cash for everyone.
Current Deal (2027–2030 cycle)
- Each of 211 federations gets $8 million in development funds
Proposed "FIFA Fast-Forward Program"
| Cycle | Per Federation |
|---|---|
| 2027–2030 | $20 million (one-time capital access) |
| 2031–2034 | $22 million |
| 2035–2038 | $24 million |
FIFA made $12 billion from the 2026 World Cup (USA/Canada/Mexico) — a record. But the 2030 World Cup (Spain/Portugal/Morocco) might not match that. FFE would lock in money now.
Key Detail: FIFA says it would keep "sole control of FFE and exclusive authority over football governance, competitions, match calendar, and all regulatory and sporting decisions." But critics ask: for how long?
The Political Elephant in the Room
The Trump–Infantino connection is impossible to ignore:
- July 2025: Infantino meets Trump at the World Cup final in New Jersey
- Days later: FFE announcement with Kushner-family backing
- Ongoing: Trump has publicly praised Infantino; Infantino called Trump "a great friend of football"
Norway’s soccer federation, team coaches, and even the Council of Europe have questioned FIFA’s integrity during the last World Cup.
Infantino’s Track Record: Round Two
| Year | Plan | Backers | Outcome |
|---|---|---|---|
| 2018 | $25B for new tournaments | SoftBank (Japan), Saudi money | Failed — UEFA revolt |
| 2025 | $20B FFE for World Cup/Club WC | J.P. Morgan, Thrive Eternal (Kushner) | Pending — member vote needed |
After 2018, Infantino pivoted to Saudi Arabia — which now hosts the 2034 World Cup and funded the 2024 Club World Cup in the USA.
What Happens Next?
Steps Required for Approval
- Consultation process — FIFA says this has begun
- FIFA Council review — chaired by Infantino himself
- Vote by all 211 member federations — each gets a say
- Legal/regulatory clearance — Swiss law applies (FIFA is Swiss-based)
Key Date to Watch
November 23, 2025 — FIFA online congress to confirm 2031/2035 Women’s World Cup hosts. FFE may be on the agenda.
ELI5 Recap: The Big Picture
Imagine FIFA is a club where 211 countries are members. Right now, it’s a non-profit — money goes back to soccer development.
Infantino wants to spin off the money-making parts (World Cup, Club World Cup) into a private company valued at $20B. Investors (like the Kushners) put in cash for a slice of profits. Member countries get bigger checks ($20M instead of $8M).
UEFA says: "You’re selling the family silver. Football belongs to everyone, not investors."
Summary
- FIFA proposes a $20B commercial company (FFE) to run World Cup & Club World Cup
- Private investors (including Kushner-linked fund) would buy minority stakes
- UEFA strongly opposes — calls it a sellout with no transparency
- Member federations offered $20M+ each (vs. $8M now) to approve
- Infantino tried this before in 2018 — failed after UEFA revolt
- Political ties (Trump–Infantino–Kushner) raise conflict-of-interest questions
- Final decision requires vote by all 211 FIFA members — no timeline set
FAQ
1. Would investors control the World Cup?
No — FIFA says it keeps "sole control" and "exclusive authority" over all sporting decisions. But critics worry influence grows over time.
2. Why does the Kushner family involvement matter?
Jared Kushner was a senior White House advisor to Donald Trump. Joshua Kushner’s fund (Thrive Eternal) is an investor. This creates political optics concerns — especially with Trump publicly close to Infantino.
3. Is this legal?
FIFA is a Swiss association. Spinning off a commercial entity is legally possible — but requires member approval and Swiss regulatory compliance.
4. What happened to the 2018 plan?
UEFA threatened to boycott new tournaments. European clubs refused to release players. The plan collapsed. Same dynamic may play out now.
5. When will we know if this happens?
No fixed deadline. Next milestone: FIFA Congress on November 23, 2025. But full debate and vote could take months.
Final Thought: This is a battle for the soul of soccer — between cash now and control forever. Every federation must decide: Is $20 million worth the risk?
