Infantino defends FIFA World Cup commercial proposal as 'golden opportunity'

FIFA President Gianni Infantino has defended a controversial proposal to create a private subsidiary to commercialize the World Cup, describing it as a "golden opportunity" to enhance global football development.

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FIFA Forward Enterprise, or FFE, is actually a proposal, an offer. It’s part of a democratic process – a consultation process – and, above all, it is an opportunity but not an obligation.

Revealed on Tuesday, the plan to sell stakes in FIFA's major competitions has drawn widespread disbelief and outrage. However, Infantino insisted in a video released Wednesday evening that the initiative, named FIFA Forward Enterprise (FFE), is merely a proposal and part of a democratic consultation process. "It's part of a democratic process – a consultation process – and, above all, it is an opportunity but not an obligation," he stated.

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It is a golden opportunity to turbocharge the development of the game globally. But again, it is just an offer, not an obligation.

Infantino argued that FFE is centered on unlocking "previously uncaptured commercial value" and would require additional expertise distinct from the sport's governance. He emphasized that the proposal is conditional on a democratic vote by FIFA's 211 member associations and approval by the FIFA council. The plan intends to commercialize and organize all FIFA-owned competitions, including sponsorships, broadcasting, licensing, and new ventures, for the benefit of its member associations.

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Capturing that value requires additional expertise, additional insight, distinct from governing and developing the sport.

He further claimed that the game itself would not change and that fans worldwide would benefit immensely, experiencing "game-changing potential" that will transform football in their countries. The proposal's success, he suggested, would lead to happier fans and significant improvements in football globally.

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It would simply commercialise and organise all FIFA-owned competitions along with sponsorship, broadcast, licensing and new ventures for the benefit of FIFA’s 211 member associations.