FIFA Plans $20 Billion World Cup Stake Sale; UEFA Condemns Governance Move on July 28

According to The Times, FIFA plans to sell a 21% stake in a new subsidiary called FIFA Forward Enterprise with a $20 billion valuation, aiming to raise $4.2 billion from private investors. The subsidiary would consolidate World Cup broadcast rights, ticketing, licensing and sponsorship income. Joshua Kushner's investment fund Thrive Eternal is negotiating the purchase, with JPMorgan Chase advising FIFA on the transaction.

The Union of European Football Associations (UEFA) condemned the plan on the same day it was reported, calling football's governance something no institution should trade. UEFA expressed concerns that handing outside investors a share of FIFA's sponsorship revenue would break from the organization's traditional model and raise transparency questions about profit distribution.