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Breaking down FIFA’s stake sale, how it compares to other sports and whether it’s necessary
FIFA are proposing the sale of 20 per cent of a new subsidiary Juan Mabromata/AFP via Getty Images
The news on Tuesday, first reported by the Financial Times, that FIFA is preparing to sell off part of its commercial operations spread shock and outrage across the sporting world.
Football’s world governing body plans to sell a 21 per cent slice in FIFA Forward Enterprise (FFE), a new subsidiary under which commercial operations and events — such as the World Cup, which, as detailed recently by The Athletic, is the key driver in FIFA’s finances — will be consolidated. The intention is to raise $4.2billion (£3.2bn) from outside investors and the narrative quickly formed: FIFA wants to sell (part of) the World Cup.
FIFA Draws Fury Over Plan to Sell Stakes in World Cup
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FIFA President Gianni Infantino and U.S. President Donald Trump in conversation after the award ceremony during the FIFA World Cup 2026 Final match between Spain and Argentina at New York New Jersey Stadium in East Rutherford, N.J., on July 19, 2026.
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FIFA is considering selling a minority stake in the World Cup’s commercial rights, a plan that critics say would turn soccer’s biggest tournament into an investment asset and threaten to upend the sport.
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