A confidential sales document produced by Fifa and its financial advisor JP Morgan has revealed that the world football governing body intends to achieve financial growth by staging more tournaments, increasing ticket prices, and resorting to debt financing, all while omitting any reference to the women's game. The 25-page presentation, titled «Fifa Forward Enterprise Member Materials» and seen by the Guardian, makes the case for creating a new company to run Fifa's commercial operations, with 20% of it to be sold to Joshua Kushner, a US investor and brother of Donald Trump's son-in-law Jared Kushner.
The document is being used to persuade Fifa's member associations to approve the sale of the World Cup's commercial rights. It explicitly states that future revenue growth will depend on expanding the number of tournaments, charging higher ticket prices, and taking on debt. The plans have already drawn sharp criticism from European football's governing body Uefa, which has threatened to boycott the World Cup if the proposals are implemented.
Uefa, representing 55 national associations across Europe, issued a statement expressing deep concern over the direction Fifa is taking. The organisation warned that the plans would lead to an even more congested international calendar and place unsustainable financial pressure on national federations. Uefa's stance has been backed by several of its member associations, who fear that the focus on commercial expansion comes at the expense of the sport's development and integrity.
The omission of the women's game from the sales deck has also drawn attention. Despite the growing popularity and commercial potential of women's football, particularly after the success of recent World Cups and European Championships, the document makes no mention of investment, tournaments, or revenue opportunities related to the women's game. Critics argue that this reflects a broader neglect within Fifa of women's football, which continues to receive a fraction of the resources allocated to the men's game.
Joshua Kushner's involvement adds a political dimension to the proposal. His family ties to the Trump administration have raised questions about the transparency and independence of Fifa's decision-making process. The sale of a 20% stake in the new commercial entity to Kushner's investment firm would give a private American investor significant influence over the global football calendar and revenue distribution, a move that many European federations view as a threat to the sport's governance.
Fifa has defended the plan as necessary to secure long-term financial stability and growth. In a statement, the organisation argued that the creation of a separate commercial company would allow it to tap into new markets and generate more revenue for distribution to member associations. However, Uefa and its allies remain unconvinced, arguing that the proposals prioritise short-term profit over the long-term health of the sport.
Uefa's threat to boycott the World Cup is a drastic measure that would fracture the global football community. The last time European nations considered such a move was during the Cold War era. If implemented, a boycott would not only undermine the World Cup's status as the world's premier sporting event but also trigger a legal and financial crisis for Fifa. The governing body relies heavily on revenue from the men's World Cup, and a European boycott would slash broadcasting and sponsorship income by billions of pounds.
The controversy comes at a critical time for Fifa, which is already grappling with questions about corruption, transparency, and the environmental impact of its tournaments. The 2022 World Cup in Qatar and the 2026 edition in the United States, Canada, and Mexico were both accompanied by criticism over human rights and sustainability. The current proposal adds another layer of tension, pitting Fifa's commercial ambitions against the traditional values and governance structures of European football.
For now, the ball is in the court of Fifa's member associations. They are expected to vote on the creation of the new commercial entity and the sale of the stake to Kushner in the coming months. Uefa has made it clear that it will use all means at its disposal to block the plan, including a potential boycott. The outcome of this power struggle will determine not only the future of the World Cup but also the balance of power in global football for years to come.
