FIFA's Big Money Plan: What Would a $4.2 Billion Sale Mean for Soccer?

FIFA, the organization that runs the World Cup, has a bold new plan. Its president, Gianni Infantino, wants to create a new company and sell 20 percent of it to private investors for $4.2 billion. In return, each of FIFA's 211 member countries could receive $40 million over the next four years — four times what they are currently set to get. Member countries have until September 19 to decide whether they support the plan.

The new company would be called FIFA Forward Enterprise, or FFE. It would handle selling TV rights, sponsorships, and tickets for big tournaments like the men's and women's World Cups. FIFA would keep 80 percent of FFE and would still run the rules of the sport. The other 20 percent would be sold to a group of investors led by a firm called Thrive Eternal.

Thrive Eternal was started this past April by Joshua Kushner, a 41-year-old American investor. His brother, Jared Kushner, is married to Ivanka Trump and works as an advisor to President Donald Trump. Joshua himself is a Democrat and has supported Democratic causes, which FIFA has highlighted to show the deal is not politically motivated. He and his wife, supermodel Karlie Kloss, have donated to Democratic presidential campaigns.

Kushner built his wealth by investing in tech companies like Instagram, Spotify, and OpenAI. He started his firm, Thrive Capital, with just $5 million at age 24, and it now manages around $50 billion. He has also invested in NBA teams, including the Miami Heat. His newest venture, Thrive Eternal, would lead the group buying into FFE.

Supporters of the plan say the extra money for smaller soccer federations is huge. Many of FIFA's 211 member countries rely on FIFA grants to pay for training centers, coaches, and youth programs. Countries like Cape Verde and Uzbekistan used FIFA funding to help their teams qualify for the World Cup for the first time. For these smaller nations, getting $40 million instead of $10 million is life-changing.

Critics, however, say they were blindsided by the announcement. Leaders at UEFA and the soccer federations of England, France, and Germany found out about the plan through the media, not from Infantino directly. They say they were never consulted, even though their organizations are supposed to help guide FIFA's decisions. The global players' union FIFPro also spoke out against the way the plan was revealed.

Some people question whether this deal is even needed. FIFA already has about $4 billion saved up in reserves. Critics say FIFA could use that money to increase grants to member countries without selling off future earnings to private investors. FIFA has not given a clear answer to that argument.

There are also questions about what Infantino personally gets from this. Sources told The Athletic anonymously that Infantino hopes to become the chief executive of FFE after his presidency ends in 2031, which could pay him far more than he earns now. FIFA denied that any such role has been discussed. But the rumors have added to the suspicion surrounding the plan.

Stopping the plan would be very hard. Poorer nations, which make up most of FIFA's membership, are likely to vote yes because the extra money matters so much to them. Even some European federations have said they support the idea. Infantino is known for being very good at understanding FIFA politics and lining up votes.

The strongest opposition would require Europe's biggest soccer powers, clubs, leagues, and player unions to act together. Europe provided six of the eight quarterfinalists at this summer's World Cup, and European academies trained many stars on non-European teams. Some politicians, including Britain's Prime Minister and a French sports minister, have spoken out against the plan. Europe's leagues have also filed a formal complaint with the European Commission over FIFA's business practices.