Why is FIFA selling the World Cup? Gianni Infantino’s controversial plan explained

On Jul 31, 2026

Less than two weeks after what was considered a successful World Cup, FIFA is drawing the wrong kind of headlines.

FIFA president Gianni Infantino has brought forth a proposal to all of its 211 member associations to raise $20 billion through private investment by selling stakes in the top FIFA-run tournaments. That would include both the men’s and women’s World Cups.

The backlash has already started from confederations, including UEFA, which governs European soccer. But while calls to reject the plan have been loud, all Infantino needs is 106 of 211 votes to move forward. The cash infusion for bigger member associations, like Spain, France and England, among many others, is nothing compared to what the money could do for smaller countries looking to further develop the programs in their respective countries.

Here’s a rundown of what’s at stake and what could happen next.

What is Infantino’s plan?

Infantino, who has been in charge of FIFA since 2016, wants to sell stakes in the World Cup to private investors, including Joshua Kushner, the brother of U.S. President Donald Trump’s son-in-law Jared Kushner. The transaction would be done through Thrive Capital, a venture-capital firm.

Should the plan be approved, a company known as FIFA Forward Enterprise would then control selling media rights, sponsorships and tickets for the top men’s and women’s competitions, including World Cups. FIFA would govern the game itself, while maintaining an 80% share with the Thrive group shelling out $4.2 billion for its 20% stake.

From all this, Infantino would reportedly stand to gain tens of millions of dollars.

FIFA President Gianni Infantino and President Donald Trump presented the World Cup trophy to champion Spain on July 19. (MAURICE VAN STEEN / ANP via Getty Images)

(ANP via Getty Images)

How would the member associations benefit from this plan?

Each of FIFA’s 211 member associations would be guaranteed a one-time payment of $20 million — up from its regular $8 million payout via the FIFA Forward Program — by green-lighting Infantino’s idea. By 2038, another $66 million via three separate payments would be on its way to those bank accounts.

The deadline to make a decision is Sept. 19.

“We want to generate more revenues, and we have to generate more revenues, because in the vast majority of the world, in 80% of the world, if we don’t invest, if we don’t believe … nobody will,” Infantino told member associations a day before the 2026 World Cup Final. If not, “the concentration will always go to a few, big [countries], and we will remain as we are.”

Isn’t FIFA a non-profit organization?

Based in Switzerland, FIFA is a non-profit association, which means they are not taxed like regular companies. While money generated is reinvested into developing the sport around the world, FIFA reportedly has about $4 billion in reserves.

FIFA has said it expects to bring in $15 billion in revenue from the 2023-26 World Cup cycle.

What role would Infantino play if this plan goes forward?

Infantino would reportedly take on a commissioner-like role at the end of his next FIFA presidential term in 2031. (He has claimed he has the support of “more than 200” member associations when he runs for re-election in 2027, likely unopposed.) He would then be granted a salary bump which would see him take in as much as NFL commissioner Roger Goodell, who makes about $60 million a year.

Infantino currently makes a basic annual salary of around $3.3 million. He received a 33% bonus increase ($2.78 million) in 2025.

When asked about that role and salary, FIFA said it had yet to be discussed, but that FIFA and its president should have a “leading role” in the company, if it’s approved.

How is this idea being received around the world?

Not well.

UEFA and Concacaf have already released statements vehemently rejecting the plan. The European association is so against the idea that it has already announced a boycott of all FIFA-led competitions until the proposal is permanently tabled.

(Reminder: 11 UEFA teams will qualify for next summer’s women’s World Cup in Brazil, and Portugal and Spain will be among the co-hosts for the 2030 men’s World Cup.)

In a statement, FIFA said that it “respects the feedback and concern aired in public” before blaming media for incorrectly reporting details without providing any examples of incorrectly reported details.

UEFA and Concacaf’s beefs involve the lack of transparency. The former said the idea was “conceived in secret and brought to the brink of approval without any meaningful consultation with those entrusted with stewarding the game,” while the latter said its membership “expressed deep concerns about the lack of due process surrounding the proposal, the artificially short deadline imposed, and the absence of any review or approval by the relevant FIFA governance bodies.”

FIFA’s response was to express disappointment that the proposal leaked. FIFA decided to put the decision on all member associations, saying they should all “have the opportunity to take meaningful ownership of the commercial opportunity of football in their respective countries.”

Additionally, FIFA made sure to declare: “Nobody is selling football. This is not something FIFA would ever entertain.”

The fallout continued on Friday as Carlos Cordeiro, one of Infantino’s top advisers and former U.S. Soccer president, resigned from his position at FIFA over the proposal.

In a scathing statement that made clear he was strongly opposed to the idea of selling stakes in the event, Cordeiro said he had no involvement in the plan and called on the member associations to reject it.

FIFA’s chief operating officer Kevin Lamour told the Associated Press that staff were “deceived” by Infantino’s lack of transparency.

“It is the project of one person,” said Lamour, who was appointed in 2024. “Not only must this project not go ahead … but the time has now come for football political leaders to ask themselves the right questions and make the right decisions. … And if that means I lose my job then so be it. I will understand and respect that decision. At least I’ll sleep well tonight.”

MEXICO CITY, MEXICO - FIFA President Gianni Infantino during an international friendly between Mexico and Portugal at Banorte Stadium. (Photo by Antonio Torres - FIFA/FIFA via Getty Images) — Gianni Infantino has come under fire for his plan to sell shares in FIFA tournaments.

(Antonio Torres – FIFA via Getty Images)

Will the 2030 World Cup include 64 teams?

That’s another issue that’s been raised and has faced significant backlash. The 2026 World Cup was the first men’s tournament to feature 48 teams, up from 32 in 2022. More teams equals more money being generated, especially with the majority of matches this summer having taken place in the United States.

CONMEBOL, which runs South American soccer, proposed the idea in 2025 with 2030 being the centennial edition of the World Cup and Argentina, Paraguay and Uruguay among the co-hosts. FIFA has begun studying the impact of adding another 16 teams in four year’s time and if it would have any negative effects on the global calendar, event operations and dilution of interest.

What was that about FIFA being a non-profit?

Based in Switzerland, FIFA is a non-profit association, which means they are not taxed like regular companies. While money generate is reinvested into developing the sport around the world, there is about $4 billion in reserves.

FIFA has said it expects to bring in $15 billion from the 2023-26 World Cup cycle.

Could Infantino’s standing be negatively affected by all of this?

No candidate has stepped forward to run against Infantino in the next FIFA president election, set for March 2027. But this groundswell of opposition to his plan, plus the 64-team World Cup idea, could spur support in a different direction.

Of course, while there is the negative noise currently surrounding FIFA and Infantino, he needs only 106 votes in his favor to be elected or to push a plan through.

What happens now?

FIFA says it will begin its consultation process, though it didn’t indicate its timeline had changed. Infantino has set a Sept. 19 deadline for a decision, giving countries a short period to figure out where they stand.

It’s been only days since the plan was revealed and the reaction has been swift and fierce from different parts of the soccer world. It’s less than eight weeks until Infantino’s self-proposed deadline. Will this idea even be alive come September at this rate?

Crédito: Link de origem