FIFA defends commercial reform project amid criticism over football’s future

Friday 31 July 2026 - 16:34

By: Azzat Manal

FIFA defends commercial reform project amid criticism over football’s future

FIFA has renewed its defense of its proposed FIFA Forward Enterprise (FFE) project, insisting that the initiative is not aimed at “selling football” but rather at increasing financial resources available to its 211 member associations around the world.

The global football governing body responded to growing criticism surrounding the plan, which would allow private investors to participate in certain commercial activities linked to FIFA competitions. Some media reports described the project as a form of partial privatization of the World Cup, while organizations including UEFA and CONCACAF expressed concerns over the possible consequences of such a reform.

In an official statement, FIFA rejected what it called inaccurate interpretations of the project, stressing that the initiative would not affect the organization’s governance structure. According to FIFA, commercial and operational activities related to competitions would be managed through a subsidiary that would remain fully owned and controlled by the international football body.

The main objective of the FFE project is to improve the commercial management of FIFA competitions and generate additional revenues. These funds would then be redistributed through the FIFA Forward development program to support football development projects worldwide.

Under the proposal, each of FIFA’s 211 member associations would receive additional funding estimated at 20 million dollars between 2027 and 2030. FIFA stated that this financial support would not depend on whether associations support the project, and participation in the program would remain voluntary if the reform is approved.

The organization explained that the additional revenues would come from improved commercial strategies and external investments, while maintaining that no transfer of control or major changes to FIFA’s internal structure are planned.

However, the project still requires approval from a majority of FIFA members, meaning at least 106 of the 211 affiliated football associations must support the proposal before it can be implemented.

The identity of potential investors has also contributed to the controversy. American company Thrive Eternal, founded by Joshua Kushner, has been mentioned as a possible leading investor if the project receives approval. The involvement of private capital has raised questions among observers about the growing influence of external investors in the management of global football.

Despite the criticism, FIFA maintains that the reform could represent an opportunity to strengthen football development worldwide while preserving the independence and authority of its competitions. The debate highlights the ongoing tension between the commercial expansion of football and the need to protect the sport’s traditional governance model.