FIFA proposed selling a minority stake in the World Cup's commercial business to a private investor consortium this month.

The move marks a significant shift in how the world's largest sporting event is funded. By introducing private equity into the tournament's commercial rights, FIFA aims to diversify its income and reduce its long-term reliance on traditional broadcasting revenue.

According to the proposal, the commercial rights for the 2026 World Cup, which will be hosted across the U.S., Canada, and Mexico, would be managed by a $20 billion [1] Kushner-backed fund. FIFA President Gianni Infantino said the deal would generate billions of dollars to fund football development globally.

UEFA, the governing body for football in Europe, has reacted with opposition. On July 28, 2026 [2], UEFA issued a statement criticizing the plan. President Aleksander Čeferin said the move crosses a line by commercializing the sport's most sacred tournament.

UEFA officials said the plan threatens the integrity of football. The organization's leadership believes that allowing outside investors to profit from the World Cup commercial rights prioritizes financial gain over the traditions of the game.

While FIFA maintains the investment is necessary for growth, the conflict has created a rift between the global body and its European counterpart. Reports on the extent of UEFA's reaction vary, with some sources describing the move as a formal boycott of commercial partners and others characterizing it as a protest statement.

Similarly, the specific nature of the investment vehicle has drawn scrutiny. Some reports link the fund to the Trump family, while others describe it specifically as a Kushner-backed operation.

“FIFA proposed selling a minority stake in the World Cup's commercial business to a private investor consortium.”

This dispute highlights a growing tension between the traditional non-profit governance of international sports and the trend toward 'sportswashing' or private equity integration. If FIFA successfully integrates private investors into the World Cup, it could set a precedent for other major tournaments to sell off commercial stakes, potentially shifting control of the sport from football associations to private capital firms.