Fifa, led by Gianni Infantino, plans to set up a commercial subsidiary to manage its flagship events, including the World Cups, and allow outside investors to buy minority, non-controlling stakes. The proposed entity, called Fifa Forward Enterprise (FFE), would invite third-party investment, with national associations given until 19 September to approve the plan.
A 25-page JP Morgan document backing the proposal projects expanded tournaments and an estimated payout of €24m per member association in the 2035–2039 cycle. It highlights launching new business initiatives and recruiting top talent with incentive-based pay. While describing the World Cup as the world’s most-watched sporting event, it says Fifa remains under-monetised and makes no reference to the women’s game.
If the plan is approved, Thrive Eternal is expected to lead the investor group for FFE. Thrive is a U.S. venture capital firm founded by Joshua Kushner, the brother of Jared Kushner, Donald Trump’s son-in-law.