Claim: After FIFA’s move to sell up to 20% of World Cup commercial rights to private investors, all 55 UEFA member associations agreed to boycott FIFA competitions if the proposal moved forward.

On Tuesday, July 28, FIFA unveiled plans to establish a new commercial subsidiary valued at $20 billion, with the global football governing body looking to sell a minority stake to external investors while retaining full control over the sport’s governance and competitions. The proposed entity, FIFA Forward Enterprise (FFE), would oversee FIFA’s commercial and event operations, including the FIFA World Cup and other major tournaments. 

FIFA said it would offer investors a stake of up to 20% in the subsidiary, raising as much as $4.2 billion in fresh capital. A group led by Thrive Eternal, a new investment strategy launched by venture capital firm Thrive Capital and founded by Joshua Kushner, is expected to spearhead the investment. Joshua Kushner is the brother of Jared Kushner, U.S. President Donald Trump’s son-in-law.

FIFA stressed that outside investors would hold only minority stakes in FFE and would have no operational role. The governing body also emphasized that investors would be buying into the subsidiary—not FIFA itself. The move comes after FIFA staged its largest-ever World Cup, featuring 48 teams across the United States, Canada, and Mexico.

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FIFA said the new structure would generate additional resources to expand access to football and strengthen the sport’s global development, with all net benefits reinvested into the game. According to FIFA, proceeds from the capital raise would fund an optional program allowing each of its 211 member associations to access up to $20 million in one-off funding for infrastructure, coaching, national teams, competitions, grassroots football, and the women’s game. 

That amount would increase to $24 million during the 2035-2038 cycle. Infantino, who is seeking re-election as FIFA president next year, said every member association should have the opportunity to access funding to shape its own future. A FIFA spokesperson said the proposal will soon be presented to the FIFA Council and its 211 member associations, with the Council serving as the final decision-making body.

FIFA also confirmed it is working with JPMorgan to attract external investors, while former Liberty Media CEO Greg Maffei is serving as a commercial adviser. In the aftermath, reports suggested that all 55 UEFA member associations agreed to boycott FIFA competitions if the proposal moved forward. But is that really the case? 

Our Verdict: True

UEFA led the backlash against FIFA’s proposed FIFA Forward Enterprise (FFE), warning that the governing body had crossed a line by attempting to sell a stake in the commercial rights to the World Cup and other competitions.

“The proposal crosses a line that football’s governing institutions should never cross,” UEFA said in a strongly worded statement.

“The soul and governance of football are not assets to trade—especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”

The European governing body urged national football associations, leagues, clubs, players, supporters, and governments to oppose the proposal, describing it as a threat to the game’s future. The criticism came against the backdrop of deteriorating relations between UEFA and FIFA. 

The two organizations have clashed repeatedly in recent years over disciplinary procedures, refereeing, match operations, and governance, with UEFA President Aleksander Ceferin refusing to attend the World Cup final following a series of disagreements.

Opposition quickly escalated beyond words. According to UEFA, all 55 UEFA member associations agreed during an emergency call to boycott FIFA competitions, including the men’s and women’s World Cups, if the proposal moved forward. The report said the associations would refuse to support any FIFA-run tournament in protest against FIFA Forward Enterprise.

The backlash soon spread beyond Europe, with football federations in Asia, North America, and the Caribbean also expressing concerns over the proposal. Internally, FIFA also faced mounting pressure after former U.S. Soccer president Carlos Cordeiro resigned, while FIFA Chief Operating Officer Kevin Lamour publicly criticized the initiative. 

Lamour called it “the project of one person” and claimed FIFA staff and its 211 member associations had been blindsided by the plans. Faced with growing global opposition, FIFA President Gianni Infantino abandoned the proposal just 72 hours after it first emerged.

“Having listened carefully to all the views, it has become clear that the project has created divisions of a nature that, regardless of the level of support, are no longer in the interest of the objective set out in the first place,” Infantino said.

Our fact-checking sources: 

• FIFA, July 28, 2026. FIFA intends to expand football development funding to over USD 10 billion subject to approval by FIFA Member Associations
• Reuters, July 28, 2026. FIFA plans to sell stakes in $20 billion subsidiary to run World Cup, angering UEFA
• The Sentinel, July 20, 2026. Facebook post
• UEFA, July 28, 2026. UEFA statement on The Times article
• Reuters, July 21, 2026. UEFA president Ceferin boycotted World Cup final after disagreements with FIFA
• UEFA, July 30, 2026. Statement on behalf of UEFA and its 55 national associations
• AFC, July 31, 2026. AFC stands in solidarity with UEFA and CONCACAF to protect the FIFA World Cup
• AP News, July 31, 2026. Senior FIFA executive says staff were deceived over Infantino’s World Cup sell-off plan
• FIFA, 01 August 2026. Statement attributable to the FIFA President