FIFA announced plans to create a commercial subsidiary valued at $20 billion [1] to manage the World Cup and other events.

The move represents a fundamental shift in how the world's most popular sport generates revenue. By introducing private-sector investors into the governance of its primary assets, FIFA is moving toward a corporate model that could permanently alter the financial landscape of international soccer.

FIFA President Gianni Infantino said the plan Tuesday, July 28, 2026, at the organization's headquarters in Zurich, Switzerland [2]. The proposal involves selling up to a 20% stake [3] in the new entity to external investors. This strategy is designed to raise billions of dollars by commercializing the World Cup and other FIFA-led events [4].

"We are looking at a commercial vehicle that will generate significant revenue for the game," Infantino said [5].

Despite the ambition, the plan has drawn sharp opposition from UEFA, the governing body for soccer in Europe. UEFA President Aleksander Ceferin said he disapproved of the move, citing concerns over the governance of the sport.

"We are deeply concerned about this proposal and its impact on the integrity of the sport," Ceferin said [6].

FIFA reported that 211 member associations currently back the proposal [7]. The organization maintains that involving private investors will improve revenue generation, and provide more resources for the development of the game globally [4].

While some reports suggest specific investors may be involved, FIFA has not confirmed the identity of the external parties seeking a stake in the subsidiary [8].

“FIFA plans to create a new commercial subsidiary valued at $20 billion.”

This move signals a transition from a non-profit association model toward a private-equity style structure. If successful, FIFA will create a precedent where private investors have a direct financial interest in the commercial operations of the World Cup, potentially creating tension between profit-driven motives and the traditional sporting goals of national federations.