FIFA wants to sell commercial rights to the World Cup to make millions.

The plan by FIFA President Gianni Infantino to sell the World Cup is making significant waves in the football world. The proposal, which emerged ahead of the 2026 World Cup final, highlights Infantino's ambition to “unlock the commercial potential and opportunities that FIFA possesses.” This bold move promises to transform how football is managed on a global scale.

Infantino announced the creation of a new entity, called FIFA Forward Enterprise (FFE), which will be responsible for consolidating FIFA's commercial and event operations, including the men's and women's World Cups, as well as the expanded versions of the Club World Cups. FIFA has already valued this company at $20 billion, with the intention of selling shares to private investors, the revenue from which will be redistributed among member associations to accelerate the growth of the game.

Despite the controversy surrounding his management, Infantino, who is preparing to run for a new term until 2031, may lead the FFE after his time at the helm of FIFA. The Times suggests that he could receive an annual salary comparable to that of Roger Goodell, with figures around $64 million. FIFA, for its part, states that Infantino's exact role in the new company has never been discussed but emphasized that he and FIFA's management will have leadership roles in the FFE.

The investors who will participate in this project include Thrive Eternal, a venture capital firm led by Joshua Kushner, who is the brother of the son-in-law of former U.S. President Donald Trump. FIFA also revealed that it consulted figures connected to the Trump administration regarding the proposal. Additionally, the American bank J.P. Morgan and the consultancy OpenEconomics will be part of this group of investors. FIFA assured that it will maintain full control of the new entity, while external investors will hold only minority and non-controlling stakes.

FIFA's goal is to raise $4.2 billion through investors such as Thrive Eternal, which would represent a 21% stake in FFE. This move could bring significant benefits to FIFA's 211 member associations, which may see a share of the profits, although specific details about the distribution have yet to be disclosed. Infantino's proposal could thus radically change the financial landscape of world football, but it also raises questions about investor influence and the commercialization of the sport.