World football governing body FIFA has rejected claims that it is attempting to commercialise or sell control of the sport, insisting that “nobody is selling football” amid growing opposition to its proposed investment structure. The controversy centres on the proposed FIFA Forward Enterprise (FFE), a commercial subsidiary that would oversee the World Cup and other major FIFA competitions.
The proposal has triggered a major backlash from UEFA and other continental football authorities, with European football associations threatening to boycott FIFA competitions if the plan goes ahead. In a statement issued on Friday, FIFA said it would continue consultations with its 211 member associations before any decision is reached.
“We have heard the feedback provided by the respective confederations,” FIFA said, while reaffirming its commitment to an open and democratic consultation process. The organisation said every member association should have the opportunity to examine the proposal and vote based on the facts.
Addressing one of the strongest criticisms against the proposal, FIFA categorically denied that it intended to sell football. “Nobody is selling football. This is not something FIFA would ever entertain,” the governing body said.
FIFA explained that the FFE was conceived to enable member associations to benefit more directly from the commercial expansion of football. According to the organisation, the proposal would allow all 211 member associations to have meaningful ownership of commercial opportunities in their respective territories without undermining football’s governance or traditions.
FIFA also dismissed suggestions that the proposed investment arrangement had already been approved. The governing body stressed that the initiative would not move forward without majority support from its member associations.
“Each Member Association should be allowed to review the proposal and have a say in shaping their own future,” FIFA said.
FIFA’s response came less than a day after UEFA’s 55 member associations unanimously voted to boycott FIFA competitions if the governing body proceeds with plans to sell a minority stake in its proposed commercial arm to private investors.
The threat represents one of the strongest challenges yet to FIFA’s plan. The Asian Football Confederation (AFC) has also criticised the process, particularly what it described as inadequate consultation with continental bodies. CONCACAF has likewise rejected the proposal.
The opposition followed FIFA President Gianni Infantino’s push to establish the FIFA Forward Enterprise as a new commercial vehicle for the sport. American investment firm Thrive Eternal is expected to lead a consortium seeking a minority stake in the proposed venture.
Despite the growing resistance, FIFA maintains that the initiative could unlock unprecedented development funding for its member associations. The governing body argues that private investment would expand football’s commercial opportunities while ensuring that associations around the world benefit from the sport’s financial growth.
However, the proposal has raised questions among continental bodies about FIFA’s consultation process and the potential implications of allowing private investors into a major commercial arm of the global game. For now, FIFA says no final decision has been taken. The organisation insists that the consultation remains open and that member associations will ultimately determine whether the FIFA World Cup investment proposal moves forward.
