FIFA president Gianni Infantino has issued a 53‑day ultimatum to the federation’s 211 member associations, urging them to approve a new commercial model for the World Cup by September 19.
The proposal centers on the creation of FIFA Forward Enterprise, a company that would manage the commercial rights for every World Cup tournament. Member associations would receive up to $40 million each if they join the plan.
In a letter to the associations, Infantino outlined a potential $10 billion funding package that would become available from January 1, 2027 should the proposal be accepted. The package would shrink to $2.7 billion if the plan is rejected.
UEFA has called an emergency meeting of its 55 member associations to discuss the proposal and has publicly criticized the approach, describing it as a breach of football governance norms.
FIFA’s stated goal is to boost revenue from future World Cup and Club World Cup events, with the new company intended to streamline commercial operations while retaining FIFA’s majority ownership.
Under the model, private investors would hold a minority stake in FIFA Forward Enterprise and could influence decisions related to the World Cup, potentially affecting tournament size and frequency.
Critics argue that allowing external investors to shape football could compromise the sport’s integrity and impose financial pressures that might alter competition structures and player experiences.
The English Football Association has expressed deep concern, noting a lack of transparency and a formal process before the proposal was presented. The FA stated it would review the full details once made available.
The debate highlights a clash between FIFA’s ambition to monetize the World Cup and the governing bodies’ commitment to preserving the sport’s traditional governance and stakeholder interests.
As the deadline approaches, associations will need to weigh the potential financial benefits against the implications for football’s governance and future development.
