Story perspectives

FIFA Launches $20B Rights Subsidiary Amid UEFA Opposition

7/30/2026

Summary

Story summary

FIFA announced FIFA Forward Enterprise, a $20 billion subsidiary to manage World Cup commercial rights.
It could raise up to $4.2 billion, with Thrive Eternal founded by Joshua Kushner leading.
FIFA says investors will have no role in governance, tournament format, frequency or sporting decisions.
UEFA objected, saying selling rights threatens the sport’s soul.
Critics warn the $20 billion valuation could push FIFA to add events and reshape the calendar.

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Story summary

FIFA announced FIFA Forward Enterprise, a $20 billion subsidiary to manage World Cup commercial rights.
It could raise up to $4.2 billion, with Thrive Eternal founded by Joshua Kushner leading.
FIFA says investors will have no role in governance, tournament format, frequency or sporting decisions.
UEFA objected, saying selling rights threatens the sport’s soul.
Critics warn the $20 billion valuation could push FIFA to add events and reshape the calendar.