Gianni Infantino has stepped up efforts to persuade all 211 Fifa member associations to back his controversial Fifa Forward Enterprise project, recording a video message to promote a new commercial structure that could see private investors buy into the World Cup.
The initiative, which is still being shaped inside world football’s governing body, would group together selected Fifa economic activities in a new company and open the door to outside capital, with the organisation promising increased funding for global football development in return.
In a statement on Tuesday, Fifa confirmed that its president intends to sell stakes in the World Cup in the form of shares to private-sector investors as part of the proposed structure.
The move comes amid a highly sensitive debate within the game. UEFA has already criticised the direction of travel and raised concerns about what it describes as a potential, gradual break-up of the World Cup’s commercial assets, while warning of possible boycotts of future tournaments.
Global investor base targeted
According to the latest information published by Politico and relayed by French outlet Foot Mercato, investment firm Thrive Capital is playing a central role in shaping the plans.
Thrive Capital, led by American businessman Joshua Kushner – the brother of Jared Kushner, son‐in‐law of former United States president Donald Trump – is reported to be seeking partnerships with sovereign wealth funds, major financial institutions and investors across Europe, Asia and Latin America in order to build a broad, globally diversified investor base for the project.
Under the proposal, Fifa Forward Enterprise would become the vehicle through which these investors gain exposure to some of Fifa’s commercial activities, including elements linked to the World Cup. In return, Fifa has pledged that revenues generated through the new structure would allow it to increase money channelled into football development programmes around the world.
Interim leadership and phased approval
Fifa is planning to appoint an interim leader to run Fifa Forward Enterprise in its early stages. This figure would operate under the oversight of a dedicated board of directors, reflecting the organisation’s attempt to reassure member associations about governance and control.
Infantino’s recently recorded video message is aimed directly at all 211 member associations, setting out the rationale behind the proposal and attempting to address concerns before a formal decision‐making process begins.
That process is expected to unfold in two distinct phases. First, the member associations will be asked to vote collectively on whether Fifa Forward Enterprise should continue as a project at all. Only if that overarching approval is granted would a second stage follow, in which each national association would individually decide whether or not to join the new structure.
The outcome of those votes will determine whether Infantino can move ahead with the plan to bring private capital into the World Cup’s commercial framework, a step his critics fear could permanently alter the financial and political landscape of international football.
