European football’s governing body, UEFA, has launched a strong attack on FIFA President Gianni Infantino after FIFA unveiled a controversial proposal to create a new commercial company linked to the FIFA World Cup. The plan would establish a subsidiary valued at around $20 billion, with FIFA intending to sell a minority stake of up to 20 percent to outside investors while maintaining control over football governance and sporting decisions.
UEFA condemned the proposal in unusually strong language, warning that football’s governing institutions should never treat the sport as a commercial asset for investors. The organisation said the move crosses a fundamental line, insisting that “the soul and governance of football are not assets to trade” and declaring that “it is not FIFA’s to sell.” UEFA also criticised what it described as a lack of transparency surrounding the proposal and called on national associations, clubs, players and supporters to oppose the plan.
The controversy has also attracted political criticism. UK political figure Andy Burnham described the proposal as a dangerous step toward the commercialisation of football, arguing that FIFA’s not-for-profit mission should not be replaced by private investment interests. Critics fear the move could reshape the governance of the world’s most popular sport and reduce accountability to fans and member associations.
FIFA has defended the initiative, saying the new company—known as FIFA Forward Enterprise—would generate billions of dollars for football development worldwide. The organisation insists it will retain full authority over competitions, regulations and governance, while external investors would have no operational control. FIFA argues that additional funding would expand infrastructure, grassroots programmes and support for member associations across the globe.
The proposal is expected to be presented to FIFA’s 211 member associations for approval, setting the stage for a potentially decisive battle over the future ownership, governance and commercial direction of the FIFA World Cup.