Gianni Infantino’s proposal to sell a stake in FIFA’s global commercial operation to private investors has prompted sharp criticism, with one newspaper commentator arguing that the FIFA president should be stopped before his plans cause lasting damage to football.
In an article for the British newspaper The Mirror, writer Felix Keith says Infantino is seeking to establish a $20bn subsidiary and sell 20% of FIFA Forward Enterprise to investors for $4.2bn.
FIFA is a non-profit organisation which generated $13bn over the past four years. However, Keith argues that Infantino has pursued an increasingly commercial direction since becoming president, promoting larger and more frequent competitions, higher ticket prices and a greater emphasis on entertainment, celebrities and political figures in the stands.
Infantino has retained significant support despite controversy during his time in office. More than 200 FIFA member associations backed his re-election, according to The Mirror.
His presidency has also faced criticism over a Somali referee being denied a visa, difficulties encountered by Iranians travelling during the 2026 World Cup and the involvement of United States President Donald Trump in disciplinary procedures.
The proposed investment structure has intensified the debate. Reports suggest the group of potential investors is being led by Joshua Kushner, the brother of Jared Kushner, who is Donald Trump’s son-in-law.
Infantino has reportedly told FIFA’s 211 member associations that each would receive $40m by January next year if they approve the proposal before 19 September. A source quoted by The Times described the offer as “an outright bribe”.
Keith portrays the plan as a forceful attempt by Infantino to impose his vision on the organisation, and compares his approach with that of Trump. The writer points to the close relationship between the two men, including FIFA’s creation of a peace prize, and suggests that Infantino could become commissioner of the proposed company after leaving the presidency of FIFA.
The article also accuses Infantino of building a “personality cult” around himself. Keith cites his public image, his well-known “Today I feel” speech and lengthy messages directed at critics, arguing that what he regards as the president’s ego has become a genuine threat to the future of world football.
The plan is compared with the shock caused by the failed European Super League project in 2021. Keith calls on the largest and most influential football bodies to oppose the proposal, while acknowledging that smaller countries may be attracted by the promise of substantial additional funding.
UEFA, The Football Association and Concacaf are identified as potential sources of resistance, with Keith describing their position as an encouraging starting point for defeating the project.
He argues that the collapse of the investment plan could also threaten Infantino’s position as FIFA president if a credible challenger emerges. His central warning is that football is approaching a dangerous tipping point and that the sport’s governing bodies must act against what he describes as Infantino’s growing arrogance.
