FIFA President Gianni Infantino has defended plans to establish a new commercial entity that could eventually allow investors to acquire a stake in the commercial rights of the FIFA World Cup, arguing that football must embrace greater investment to unlock its global potential.
The proposal, known as FIFA forward Enterprise (FFE), comes just weeks after Spain lifted the FIFA World Cup trophy in the United States, capping off another commercially successful edition of football’s biggest tournament.
Building on that momentum, FIFA believes the time is right to strengthen the business side of the game while creating new opportunities for its 211 member associations.
FIFA Foward Enterprise to Drive Commercial Growth
Infantino said FFE is not a final decision but rather the beginning of a consultation process designed to gather views from stakeholders before any implementation.
He described the initiative as “an opportunity rather than an obligation,” emphasizing that the proposal is part of FIFA’s democratic governance structure.
Under the plan, FFE would commercialise and manage all FIFA-owned competitions under a dedicated business venture. This would include overseeing sponsorship, licensing, commercial partnerships and marketing activities with the aim of generating greater value from FIFA.
The initiative is intended to unlock commercial opportunities that FIFA believes have not yet been fully realised, creating new revenue streams that can be reinvested into football development worldwide.
More Revenue for Global Football
According to Infantino, strengthening football’s commercial foundations is the natural next step in the sport’s evolution.
He argued that maximising the value of FIFA competitions would enable the governing body to increase support for national associations.
The proposed model would also consolidate FIFA’s commercial operations under a specialised structure capable of attracting strategic investment while improving the management of sponsorship and licensing rights.
Investment Across Men’s, Women’s and Youth Football
FIFA says the additional commercial value generated through FFE would benefit every level of the game, from elite international competitions to grassroots development.
Infantino noted that the proposal is designed to support the continued growth of men’s, women’s and youth football by providing greater financial resources for member associations around the world.
While consultations are only beginning, FIFA believes the initiative could mark a significant shift in how football’s commercial assets are managed, positioning the sport to capitalise on growing global demand while ensuring more investment reaches all 211 member associations.
