UEFA has been furious over reports of FIFA boss Infantino’s plan to sell stakes in the World Cup
European football’s governing body UEFA has reacted furiously to reports that FIFA president Gianni Infantino plans to sell stakes in the men’s World Cup to investors, describing the proposal as “crossing the line” and insisting the tournament is “not for sale by FIFA”.
According to reports from the Financial Times and The Times, FIFA is exploring a structure that would see it retain majority control of the World Cup while selling minority stakes to its 211 member associations and private investors. The move is said to be part of a wider plan to boost football development funding to more than $10bn (£7.5bn).
FIFA has said it intends to expand investment in football around the world, subject to the approval of its member associations. However, the news prompted a sharp response from UEFA, which has been one of Infantino’s most vocal critics in recent years.
“This crosses a line that football’s governing bodies should never cross,” UEFA said in a statement.
“UEFA takes this extremely seriously. So should every national football association. So should every stakeholder: leagues, clubs, players, supporters, governments and everyone who cares about the future of the game.”
“Football’s soul and management are not assets to be traded, especially with zero transparency about who will gain financially.
“None of us own football. FIFA is not supposed to sell it.”
Reports claim FIFA will continue to control the World Cup while opening the door to outside investment through a new business structure. According to The Times, the proposal could also pave the way for Infantino to become World Cup “commissioner” after his presidency ends in 2031, a role that could prove very lucrative.
The proposed investment is expected to be led by Joshua Kushner through his Thrive Eternal fund, according to reports. Thrive Eternal is a permanent equity investment strategy launched by venture capital firm Thrive Capital and is focused on acquiring long-term stakes in franchises and cultural institutions.
The fund acquired a minority stake in Major League Baseball’s San Francisco Giants earlier this year. Joshua Kushner is the brother of Jared Kushner, the husband of US President Donald Trump’s daughter Ivanka Trump. Former Walt Disney executive Bob Iger serves as an advisor to Thrive Eternal.
FIFA did not publicly respond to the reports.
The latest controversy comes just days after the end of the 2026 World Cup. Last week, Infantino defended FIFA’s management of the tournament in a 900-word statement published in a 15-page post on Instagram and FIFA’s website.
He described the tournament as “the best show in the world” and said it brought “joy and togetherness” to millions of fans.
“I’m sorry you were so consumed by the hate and criticism that you missed it all,” Infantino wrote, directing his comments to “those behind their pens and papers, behind their screens, spreading hate and false rumors.”
The FIFA president also said: “Every city was full of fans from all over the world. While they were celebrating, you were busy sowing the seeds of hatred.”
FIFA and Infantino faced criticism during the World Cup in a host of issues, including Iranian team officials, a Somali referee and fans being denied entry to the United States, allegations of political influence by US President Donald Trump in allowing Folarin Balogun to avoid suspension after a red card, record ticket prices and commercial breaks introduced halfway through each half of all 104 matches.
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Issued by:
Saurabh Kumar
Published on:
28 Jul 2026 21:51 IST