FIFA has outlined a strategy to expand its tournament portfolio, increase ticket prices, and take on debt to drive financial growth, according to a confidential sales pitch seen by the Guardian. The 25-page document, titled «Fifa Forward Enterprise Member Materials» and produced by JP Morgan, makes the case for creating a new entity to manage FIFA's commercial operations, with 20% of the venture being sold to Joshua Kushner, a US investor and brother of Donald Trump's son-in-law.
The sales deck explicitly states that FIFA's revenue growth will come from staging more tournaments, raising ticket prices, and leveraging debt financing. However, the document makes no reference to the women's game, a notable omission given FIFA's commitment to gender equality in football. The plan is intended to persuade FIFA member associations to approve the sale of the World Cup's commercial rights to the new entity.
The proposal has drawn sharp criticism from UEFA, which represents 55 national associations across Europe. In a statement, UEFA warned that it would boycott the World Cup if the plans are implemented, arguing that the changes would undermine the integrity of international football. The European governing body has called on FIFA to prioritise the interests of players, fans, and national associations over commercial expansion.
Critics argue that the increased number of tournaments could lead to player burnout and dilute the prestige of existing competitions, including the World Cup. The reliance on debt financing also raises concerns about FIFA's financial stability, particularly if projected revenues fall short. Meanwhile, the absence of any mention of women's football in the sales pitch has been condemned as a missed opportunity to develop the female game globally.
Joshua Kushner's involvement has added a political dimension to the debate, given his family ties to former US President Donald Trump. Kushner's investment firm, Thrive Capital, has a history of backing sports and media ventures, but the proposed deal has been met with scepticism from some member associations who question the transparency of the process.
FIFA has defended the plan as a necessary step to modernise its commercial operations and maximise revenue for the development of football worldwide. The governing body has emphasised that the new company would operate independently and that member associations would retain control over key decisions. However, the threat of a UEFA boycott raises the possibility of a split in global football governance, reminiscent of the tensions that preceded the formation of the European Super League.
The controversy comes at a time when FIFA is already facing scrutiny over its handling of the 2030 and 2034 World Cup bids, as well as questions about its financial management. The sales pitch is expected to be a central topic at the upcoming FIFA Congress, where member associations will vote on the proposal. If approved, the new commercial entity could be operational within the next two years, fundamentally reshaping how the sport's biggest events are marketed and funded.
For now, the football world is watching closely as the debate unfolds. The omission of women's football from the sales pitch has particularly dismayed advocates for gender equality, who had hoped that FIFA would use its resources to boost the women's game following the success of the 2023 Women's World Cup. Without a clear commitment to women's football in its commercial strategy, FIFA risks alienating a growing and passionate fan base.
