Infantino wants to sell the World Cup to the Trump family

FIFA President Gianni Infantino has launched a controversial project aimed at creating a new company responsible for the commercial management of the World Cups—men’s, women’s, and club. This project, dubbed“FIFA Forward Enterprise,” is expected to reach a value of $20 billion and is attracting private investors, including Thrive Eternal, led by Joshua Kushner, the brother of Jared Kushner, U.S. President Donald Trump’s son-in-law.

According to The Times, Gianni Infantino is set to take the helm of the FFE at the end of his term in 2031, with an estimated annual income of $64 million—ten times his current salary. FIFA’s 211 members—namely, the national soccer federations—will each be offered up to an additional $20 million in development aid, which constitutes a considerable financial incentive, particularly for smaller federations.

UEFA, however, has reacted vehemently.“No one owns soccer,” the European federation stated in a scathing press release.“The soul and governance of soccer are not a commodity, especially without transparency regarding who stands to profit financially from them.” UEFA has described this plan asa “nuclear bomb” for soccer and warned that it crosses a line that should never have been crossed. The 55 European member associations are considering an emergency meeting, or even a boycott, if Infantino pushes ahead with his plan. Resistance is also being voiced on the political stage.

British Prime Minister Andy Burnham stated on social media: “The World Cup is not a product. It belongs to the fans.” Criticism is alsocoming from coaches, the Norwegian Football Federation, and the Council of Europe, which are questioning FIFA’s integrity under Infantino’s leadership.

FIFA emphasizes that it retains a majority within the FFE as well as full control over competitions, the schedule, and regulations. Critics, however, see this project as a step toward the further commercialization of soccer, in which private investors could, through the FFE, have a say in the future of the World Cup.

This is not the first time Infantino has attempted to attract private investors. A previous proposal from 2018, involving SoftBank and Saudi interests, was blocked by UEFA at the time. Today, following record revenues of $12 billion from the 2026 World Cup, Infantino’s position appears unshakable, but resistance is mounting.