FIFA to set up a $20 billion commercial arm and sell 20 percent of it to private investors

FIFA has said it will create a new company called FIFA Forward Enterprise to consolidate its commercial activities, including broadcasting rights, sponsorship, ticketing, commercial licensing and the staging of the men's and women's World Cups. The company is valued at around $20 billion, and about 20 percent of its shares are to be sold to private investors, a deal that would bring more than $4 billion into FIFA's finances. Proceeds are to be used to fund FIFA's 211 member federations. The report was published on Saturday 1 August 2026 (10 Mordad 1405), citing The Economist.

UEFA has opposed the plan, insisting that football is not FIFA's asset to sell. Some sources close to UEFA have warned of a possible boycott of future World Cups. Part of the criticism concerns the identity of the investors: Thrive Capital, led by Joshua Kushner, brother of Jared Kushner, son-in-law of Donald Trump, is in talks to lead the investment, although reports say Jared Kushner will have no role in it.

Private capital entering sports bodies is not new: Liberty Media bought Formula One in 2017, and the US professional golf tour launched its commercial arm with private investors in 2024.