Fifa's plan to create a new commercial entity, Fifa Forward Enterprise, and sell a roughly 20 per cent stake valued at approximately $20bn has ignited a fierce backlash from lawmakers, fan groups, and Uefa.

UK Prime Minister Andy Burnham declared the World Cup is "not a product" and "never anyone’s to sell." Democrats on the House Judiciary Committee criticized the deal with Joshua Kushner's investment vehicle, Thrive Eternal, as a move to curry favor with the Trump family. Uefa stated the plan "crosses a line" and that football's "soul and governance are not assets to trade."

Fifa President Gianni Infantino aims to use funds for global football development, increasing member association payments and investment. However, critics like Football Supporters Europe and former Fifa President Sepp Blatter argue the game is being sold off, demanding transparency and accountability.