Within 48 hours, the conflict between the International Federation of Association Football (FIFA) and the European Union (UEFA) has become heated, and the reason is FIFA's consideration of launching the company FIFA Forward Enterprise (FFE).
FIFA announced through an official statement its intention to launch a company named FIFA Forward Enterprise valued at 20 billion US dollars, to be invested in with minority non-controlling stakes from external companies. (See details)
The European, Asian, and North American federations expressed objections through a series of statements, while the African Union (CAF) announced it would discuss the matter in the executive committee meeting according to its statement. (See details)
However, the European Union's latest statement came with a clear and explicit threat: "No national teams affiliated with the European Union will participate in any FIFA competition as long as these proposals remain in place".
FIFA seeks to benefit from the massive success of the 2026 World Cup, which brought in nearly 15 billion US dollars to its coffers in an unprecedented record.
So what is happening? Why has the conflict intensified? What is this company? And could it materialize despite the objections?
What is FIFA Forward Enterprise (FFE)?
FIFA believes that the FIFA Forward program is achieving financial successes, but it seeks greater successes by capitalizing on previously untapped commercial value.
According to FIFA's website, the consultation process on the matter began on Tuesday, July 28, 2026, after receiving a proposal aimed at accelerating long-term development projects, such as stadiums and national training centers.
The expected financial returns flowing to member federations from their role include funding better stadiums, stronger national teams, more pathways for young players, and greater support for women's football for all FIFA-affiliated countries, from the largest to the smallest.
Who controls the company?
As we mentioned earlier, FIFA holds the majority of the shares at 80%, with 20% invested in minority non-controlling stakes, meaning they will have no influence on decisions or seats on the FIFA council.
In FIFA's explanatory statement, it revealed that the proposed group of investors for the company is expected to be led by Thrive Eternal, a permanent capital holding company, which is a permanent holding company chaired by investor Josh Kushner, brother of Jared Kushner, son-in-law of US President Donald Trump.
The "ESPN" network revealed that the investment is not aimed at achieving returns within 5 or 10 years, as permanent holding companies aim to buy companies and control them indefinitely. Therefore, any sale of FIFA's stakes would be on the basis that it would be a final relinquishment of this stake.
The estimated value of the company will be 20 billion US dollars, according to an evaluation conducted by J.P. Morgan Bank based on standard valuation analysis.
The FFE management team will oversee all of FIFA's commercial operations and events, including negotiating broadcasting rights deals, managing sponsorship and partnership programs, overseeing ticketing and hospitality, and developing new revenue sources.
The revenues generated by FFE will flow to FIFA and its member federations for reinvestment in the sport through the FIFA Forward program.
What are the responsibilities of that company?
The company FFE will manage FIFA's commercial rights and event operations, which include all competitions owned by FIFA (of course, including the World Cup), in addition to sponsorship, broadcasting, licensing, ticket sales, hospitality, and new projects.
Its mission will be to grow the value of these assets for the benefit of FIFA's 211 member federations and the game in general, while unlocking previously untapped commercial value.
As these revenues grow, distributions to member federations will increase, providing federations with greater funding to develop the game, expand fan access, and invest in infrastructure and grassroots football.
FIFA emphasized in its statement that "the company will not affect it and that it will remain a global non-profit organization, managed by its members, and accountable to its 211 member federations, with its revenues reinvested in the development of football globally".
"The game that fans watch and love will not change. FIFA will continue to govern football, and the major tournaments it organizes will always remain".
What is the connection to the World Cup?
In its explanatory statement, FIFA emphasized "The World Cup is not for sale, nor is any part of FIFA's governance of the game. FIFA proposes establishing a commercial subsidiary owned and controlled by FIFA to attract specialized commercial expertise and long-term capital for its current rights and events".
Will the decision to establish the company be issued without discussion?
FIFA President Gianni Infantino previously clarified: "My job as president is to create the conditions for football to thrive all over the world, and to build shared and lasting value. To this end, we have worked with FIFA management over the past months to present this opportunity to all of you (i.e., the 211 FIFA member federations), without exception".
He added, "But the decision is yours: it is your choice whether to accept it or not. In line with our democratic principles, this initiative will not move forward unless the majority of you decide so, and if the majority of you decide it is the right thing to do, along with the approval of the FIFA Council (for the required regulatory updates). And if you do, my commitment and guarantee is to implement it, in the collective interest".
Who votes to approve the establishment of the company?
The European Union and its 55 members have already announced their rejection of the proposal.
Out of 211 member federations, 156 members remain, distributed as 46 in Asia, 54 in Africa, 11 in Oceania, 35 in North America, and 10 in South America.
CAF announced it would discuss the matter, while no clear announcement has been made by the remaining member federations, so we must wait.
FIFA announced, "The new structure will not move forward unless it is supported by a majority of member federations and approved by the FIFA Council, and FIFA will also reveal any member federations intending to seek funding from the FIFA FAST Forward program".
The vote on the proposal will take place on September 19.
Will the 211 member federations benefit?
Of course, according to FIFA, every member federation under the FIFA Forward program received 8 million dollars during the period from 2023-2026.
The value will rise to 20 million dollars for each member federation for the 2027-2030 cycle, which they will receive directly upon the establishment of the company.
According to ESPN, each member will receive three more payments worth $20 million, $22 million, and $24 million between 2027 and 2038.
Infantino previously explained that the revenues for member federations increased during his tenure from $250,000 to 86 million, an increase of approximately 2800%.
Have UEFA and FIFA ever differed in visions?
It did happen when Infantino proposed holding the World Cup every two years instead of every four years, and then UEFA, through its president Aleksander Ceferin, announced a boycott of the tournament if Infantino did not retract his ideas.
Both Infantino and Ceferin are trying to extend their dominance over the other, and the latter in particular is resisting strongly.
The latter also boycotted the World Cup final in protest against FIFA's decisions, according to "The Times" newspaper, despite Spain's participation as the representative of the European Union and its winning the title.
UEFA had also previously opposed the idea of establishing the European Super League, which was led by Florentino Perez, president of Real Madrid, and which ended completely after years.
What are the fans' concerns?
The biggest fear remains the rise in ticket prices, especially after what happened in the 2026 edition.
And with the possibility that investors, instead of sports officials, decide ticket prices and broadcasting rights, fans may be deprived of attending matches due to high prices.
There is also the possibility of expanding the World Cup to include 64 teams and holding it in countries that are likely to guarantee huge profits, such as the United States, instead of rotating it between continents as is the case now.
What will happen? We just have to wait until September 19 next.
