Andy Burnham, the Mayor of Greater Manchester, has condemned FIFA's proposal to create a private company to manage the World Cup [1].
The move represents a fundamental shift in how the world's most popular sporting event is governed. By introducing private investors into the commercial structure of the tournament, FIFA risks shifting the priority from public benefit and sporting integrity toward corporate profit.
FIFA intends to establish an entity called FIFA Forward Enterprise (FFE) [1]. According to the organization, the goal is to create a $20 billion company to drive football development worldwide [2]. This plan involves selling up to 20 percent of the competition's commercial rights to private investors [3].
Burnham spoke out against the initiative in Manchester, arguing that the tournament serves as a public sporting event. He said that the World Cup was never anyone's to sell [4]. The mayor said that such commercialization would undermine the integrity of the game.
FIFA's announcement originated from its headquarters in Zurich, Switzerland. The proposal has already drawn criticism from other governing bodies, including UEFA, which has expressed concerns regarding the privatization of these rights [1].
Gianni Infantino, the president of FIFA, has defended the strategy as a means to increase investment in the sport. He said the new company is designed to foster global growth [2]. However, critics argue that the move allows private equity to exert influence over a public asset.
Burnham's comments, reported in June 2026, reflect a growing tension between global sports federations and local governments. The debate centers on whether the commercial success of the World Cup should be shared with private shareholders, or reinvested entirely into the sport's grassroots development [1], [4].
“The World Cup was never anyone's to sell.”
This conflict highlights a broader trend of 'sportswashing' and the financialization of athletics, where governing bodies seek massive capital injections from private equity. If FIFA successfully launches FIFA Forward Enterprise, it could set a precedent for other international tournaments to sell equity, potentially alienating fans and local governments who view these events as cultural heritage rather than corporate assets.
