What began as an ambitious financial proposal quickly turned into one of the biggest crises of Gianni Infantino’s presidency.
Within five days, FIFA’s plan to attract private investment into the World Cup collapsed under fierce opposition from football governing bodies, governments and key stakeholders across the globe.
Tuesday: The proposal becomes public
The controversy began after reports revealed FIFA’s intention to sell minority stakes in a new commercial company, FIFA Forward Enterprise (FFE), which would oversee competitions such as the World Cup and Club World Cup.
FIFA said it hoped to raise up to $4.2 billion while retaining majority control.
UEFA reacted immediately, insisting football could not be treated like a business asset.
“The World Cup is not FIFA’s to sell,” Europe’s governing body declared.
British politician Andy Burnham also condemned the proposal, describing the World Cup as “the greatest competition in world sport” and insisting it should never become a commercial product.
Wednesday: Opposition spreads
Rather than gaining support, FIFA faced resistance from other confederations.
CONCACAF criticised FIFA for failing to consult member associations before unveiling the proposal publicly.
The European Union backed UEFA’s position, while the Asian Football Confederation expressed disappointment at being left out of discussions.
Reports also emerged claiming FIFA had promised each member association $40 million if they supported the project.
Infantino defended the proposal, arguing it would generate more funding for football development around the world.
Thursday: Boycott threat
The backlash intensified.
UEFA announced its member nations would boycott FIFA competitions if the proposal remained on the table.
CONCACAF’s members also unanimously rejected the plan, while the European Union praised UEFA for defending football’s integrity.
Friday: Pressure reaches breaking point
Despite insisting that “nobody is selling football”, FIFA struggled to calm growing criticism.
The biggest blow came when Carlos Cordeiro, one of Infantino’s senior advisers, resigned.
He described the proposal as “a bad deal for football” and warned it would damage the game’s future.
South American football body CONMEBOL also demanded further details instead of backing FIFA.
Andy Burnham went further, saying Infantino was “the wrong man” to lead world football.
Saturday: FIFA abandons the project
Facing mounting opposition from every corner of the football world, Infantino finally announced the proposal had been withdrawn.
“Our purpose has always been — and will always be — to unite and improve,” he said.
“As a result, this proposal will not proceed.”
The dramatic U-turn marked one of the biggest setbacks of Infantino’s leadership and highlighted the united resistance against any attempt to commercialise the World Cup through private investment.
