FIFA Moves to Sell Stakes in World Cup to Private-Equity Investors

On July 29, FIFA announced a plan to create a $20 billion subsidiary that would manage the World Cup and other FIFA events, offering external investors stakes of up to 20 percent. The proposal includes an immediate $20 million grant for member associations’ special projects, with the possibility of additional $20 million-plus grants in each subsequent four-year cycle. FIFA says the move will broaden “democratisation” by giving smaller and emerging soccer nations access to new financial resources.

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The initiative revives a long-running contest between FIFA and UEFA over control of football’s wealth. UEFA reported that its elite club competitions generated €4.4 billion ($5 billion) in the 2024/25 season, while European football overall produced more than €40 billion, with the “Big Five” leagues accounting for just over half of that sum, according to Deloitte. Former FIFA president João Havelange had previously expanded the World Cup and shifted influence toward Africa, Asia and Latin America. Successive leaders, including current president Gianni Infantino, have continued that agenda, recently discussing a possible 64-team World Cup after CONMEBOL’s push for a centenary expansion in 2030.

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FIFA’s existing revenue streams—broadcasting rights, sponsorship and commercial deals—already exceed its $13 billion target for the four-year cycle that ended with the recent World Cup. The new subsidiary would allow member associations, especially those in the global south, to tap a share of the lucrative commercial pool that currently flows predominantly to European competitions. Eric Windholz, an associate professor at Monash University’s law faculty, noted that the offer could be “very enticing” for countries whose domestic competitions lack comparable revenue streams.

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UEFA condemned the plan as putting the sport’s “soul” up for sale. La Liga president Javier Tebas called FIFA’s move “destroying” football in an interview with *La Gazzetta dello Sport*. CONCACAF expressed disappointment over a lack of due-process consultation, while the Asian Football Confederation said it was unaware of the proposal until FIFA’s public announcement.

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• “If you're a country from the global south, whose football competitions are not getting the current streams of gold that, let's say, the European competitions are getting, this might be very enticing,” — Eric Windholz, an associate professor at Monash University's law faculty

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