UEFA has strongly criticized FIFA's proposal to sell minority stakes in a new commercial company, FIFA Forward Enterprise (FFE), linked to World Cup rights. FIFA aims to raise over $10 billion for football development through this venture, valuing FFE at approximately $20 billion and seeking up to $4.2 billion from external investors.

UEFA stated that "the soul and governance of football are not assets to trade," expressing serious concern over the lack of transparency and the potential implications for the sport's integrity. FIFA has clarified that any investors would hold non-controlling stakes and that FIFA itself would retain ultimate control, with financial advisor JP Morgan involved and Thrive Capital expected to lead the investor group.

FIFA president Gianni Infantino believes the plan will "democratise football worldwide" by reinvesting commercial success into development projects globally. The proposal requires approval from FIFA's member associations and the FIFA Council, with the aim of increasing funding for member associations and supporting major projects.