UEFA is preparing to fight FIFA's latest plan to sell stakes in the World Cup, with the women's competition potentially caught in the middle.
On Tuesday, FIFA president Gianni Infantino unveiled a new $20 billion subsidiary called FIFA Forward Enterprise. The entity would hold commercial rights to all FIFA tournaments, including the Women's World Cup.
FIFA Plan to Sell Stakes in the World Cup, Explained
Private investors — among them Thrive Eternal, a venture firm tied to the Kushner family — would purchase minority stakes under the proposal. In exchange, FIFA promises to redistribute more than $10 billion across its 211 member associations. Part of that funding would go toward the women's game.
The fear is that outside investors could push to expand tournaments or hold them more often to maximize returns, putting added strain on players already near their physical limits. The focus on profit generation could also lead to more in-game changes, like the recently-implemented hydration breaks that now double as commercial real estate.
UEFA Threatens World Cup Boycott Over Gianni Infantino Proposal
UEFA isn't waiting to find out. The European governing body declared the sport "is not FIFA's to sell." Its 55-member associations are now set to meet this week to discuss a potential World Cup boycott.
That pressure has worked before. FIFA abandoned a biennial World Cup proposal in 2021 after UEFA raised the same possibility of a walkout. But a boycott could also disrupt future Women's World Cup cycles, including the 2027 tournament in Brazil.
