Fifa’s commercial rights plan for World Cup revealed, with more tournaments and debt financing

By George Hartwell — 30 July 2026 — 4 min read

Fifa’s Commercial Strategy and Member Reactions

Fifa has outlined a commercial strategy to its member associations, proposing financial growth through an increased number of tournaments, higher ticket prices, and debt financing. A 25-page document, titled “Fifa Forward Enterprise Member Materials,” details plans for a new company to manage Fifa’s commercial operations. This new entity would see 20% of its ownership sold to Joshua Kushner, a US investor.

The prospectus, prepared by JP Morgan, suggests that the four-year Fifa Forward payments to each member association could rise to $24m by the 2035-39 cycle. This growth is projected to come from an expanded tournament portfolio, third-party capital, debt financing, and a focus on high-yield partnerships and events. The document also refers to more than doubling the number of global tournaments annually, from 200 to 450.

The proposal has drawn strong reactions, with some senior figures questioning the need for Fifa to take on debt, given its reported cash reserves of around $4bn and accumulated revenues of $15bn over the current four-year cycle. Concerns have also been raised about comparing Fifa, a world governing body, to private, member-run leagues like the NFL, Major League Baseball, and the NBA, which have significantly higher revenue figures.

One significant omission from the 25-page document is any mention of women’s football.

Investment Timeline and Criticisms

The timeline for the proposed deal indicates that investors will be granted access to a term sheet and selected materials in August. Following this, investors are expected to indicate their investment amount and confirm terms in September. Commitment letters are slated for submission, and long-form agreements are to be finalised in October, with funds potentially transferred to Fifa by the end of October.

The plan has faced criticism regarding a perceived lack of consultation. Uefa, European football’s governing body, has expressed unease, stating that Fifa’s deadline for associations to support the proposals or risk losing a one-off payment offer of $20m indicates the nature of the plan. Other confederations, including those from Asia, South America, and North and Central America, have echoed Uefa’s concerns.

David Bernstein, a former chairman of both the FA and Manchester City, has suggested that England should consider withdrawing from the World Cup if the proposals proceed. The World Leagues organisation, chaired by Premier League chief executive Richard Masters, believes Fifa is operating beyond its remit, arguing that its responsibilities extend beyond the commercial success of its own competitions.

The World Leagues organisation has requested Fifa to withdraw its project and called for fundamental changes in Fifa’s decision-making processes. They highlighted that while a small percentage of professional players participate in the World Cup, national league competitions halt for the tournament, affecting many other professional footballers and their clubs.

Fifa’s Defence and Further Opposition

In response to widespread condemnation, Fifa released an eight-page document explaining the rationale behind its proposals. Fifa stated its belief that “too little of football’s growing commercial value has reached the parts of the game that need it most.” Gianni Infantino, Fifa president, defended the plans in a video, describing them as “an offer, not an obligation” and a “golden opportunity to turbocharge the development of the game globally.”

Infantino previously proposed making the World Cup a biennial tournament five years ago, which would be a clear way to increase revenue. Fifa also points to the expansion of the World Cup to 48 teams and the qualification of nations like Cape Verde, Curacao, Jordan, and Uzbekistan for the first time as examples of positive outcomes from its work.

Despite Fifa’s defence, opposition continues. The European Leagues organisation described the proposals as a “reckless and divisive development for world football,” asserting that the World Cup should not be for sale. The global players’ union Fifpro expressed deep concern over the plan to transform competitions into investable assets for private capital, warning of irreversible changes to incentives. La Liga president Javier Tebas accused Infantino of attempting to secure votes before the next Fifa congress in March. Hans-Joachim Watzke, vice-president of the German Football Association (DFB) and president of Borussia Dortmund, characterised Fifa’s plans as an “absolute attack on football.”

The document suggests that investors will be given access to a term sheet and select materials in August.

Source: theguardian.com