UEFA has strongly condemned a reported FIFA proposal to sell stakes in the World Cup to private investors, calling it "a line that football's governing institutions should never cross." FIFA announced plans to "expand football development funding to over USD 10 billion subject to approval by FIFA Member Associations." A new entity, the "FIFA Forward Enterprise (FFE)," would aim to raise up to USD 4.2 billion based on an initial equity valuation of USD 20 billion.

Reports suggest this plan could lead to a company being formed to control major FIFA tournaments, including the World Cup, with figures close to Donald Trump reportedly consulted. UEFA stated, "The soul and governance of football are not assets to trade." The European governing body emphasized that "None of us are the owners of football. It is not FIFA's to sell."

FIFA president Gianni Infantino is reportedly being lined up to run such a company as a commissioner after his current term, which ends in 2031.