Billion-dollar World Cup share sale pits Infantino against Trump’s family

FIFA chairman Gianni Infantino, 56, is weighing a proposal to sell a portion of the World Cup (WK) commercial rights to private investors, a move reported by the British newspaper The Times and valued at around one billion dollars. The plan would create a new subsidiary, FIFA Forward Enterprise, and allocate roughly twenty percent of the venture to external investors.

The main investor identified is the family of former U.S. president Donald Trump, with Thrive Capital – led by Josh Kushner, whose brother‑in‑law is married to Trump’s daughter – positioned as the headline backer. The deal would give private capital a foothold in the world’s biggest football tournament.

French daily placed Infantino and Trump on its front page amid floating banknotes, captioned “Where do they stop?” and adding that “a new red line has been crossed.” The newspaper’s visual juxtaposition underscores the sensational nature of the proposal.

Opposition has erupted across the football landscape. UEFA, the Asian Football Confederation and CONCACAF have all voiced criticism, while the English FA, French Football Federation, Belgian Pro League and other national bodies have issued statements warning that the plan threatens good governance. The FA called the proposal “a serious concern for the sport’s integrity.”

Infantino pitches World Cup sale as UEFA and Pro League chief balk

UEFA has threatened a boycott of the 2030 World Cup if the plan proceeds and scheduled an emergency meeting on Thursday afternoon with its 55 member associations to discuss options. The meeting follows earlier talks about a possible boycott of next year’s women’s World Cup.

European Commission sport commissioner Glenn Micallef warned on X that the commercialisation threatens the sport’s independence and could breach competition law, describing the scheme as “a dangerous commercial overreach.”

Prominent critics such as La Liga chief Javier Tebas, England’s prime minister Andy Burnham and former FIFA president Sepp Blatter have all condemned the idea, arguing that football belongs to fans, not investors. Tebas called it “a red card for the sport,” while Burnham said the World Cup “is not a product to be sold.”

Global backlash erupts as Infantino plans to sell World Cup shares

Federations have until 19 September to give their consent; each would receive between €17 million and €35 million if the deal is approved. The deadline adds pressure to a debate that has already split the global football community.

The stark contrast between Infantino’s commercial ambition and the widespread governance concerns highlights a pivotal crossroads for football’s future, with the outcome likely to shape how the sport balances profit and principle.