FIFA Sells 21% Stake in Forward Enterprise for $4.2 Billion, Infantino to Become CEO with $60 Million Salary

FIFA announced a commercial reform on July 28, transforming its existing FIFA Forward Project into a commercial enterprise, FIFA Forward Enterprise. By selling a minority equity stake, it aims to raise funds to significantly increase grants to its member associations. Under the plan, in the 2027-2030 cycle, each association's grant will increase from the current $8 million to $20 million, rising to $22 million in 2031-2034 and $24 million in 2035-2038.

FIFA said the company has an initial valuation of $20 billion. FIFA will retain control while opening minority equity to private investors, aiming to raise up to $4.2 billion by selling a 21% stake.

Wall Street giant JPMorgan Chase will serve as advisor to the project; the bank was involved in the 2021 European Super League financing. Investment firm Thrive Eternal is the lead investor, founded by 41-year-old American businessman Joshua Kushner, whose brother is Jared Kushner and sister-in-law is Ivanka Trump.

The English FA confirmed that Infantino did not discuss the plan with the FIFA Council before its launch, and that he had never mentioned it in previous council meetings. UEFA issued a statement saying the plan 'crosses a line that football governing bodies must never cross' and noted that 'the soul and governance of football are not assets for trade, especially when the beneficiaries of the funds are completely lacking in transparency.'

This is Infantino's second attempt at large-scale cooperation with private capital during his tenure at FIFA. In 2018, he proposed a $25 billion partnership with Japan's SoftBank to create new international tournaments, including an expanded Club World Cup, but the plan collapsed due to strong opposition from UEFA.