New York venture firm Thrive Capital has been drawn into a controversy surrounding FIFA president Gianni Infantino's failed FIFA Forward Enterprise (FFE) plan, which aimed to restructure commercial rights ownership across global soccer.

Thrive founder Josh Kushner defended the firm's involvement in the proposed $4.2 billion secondary share purchase representing 20% of FFE at a $20 billion valuation. Kushner stated that while the idea was sound, "had we known what this would devolve into, we would not have gotten involved."

The FFE plan would have allowed FIFA's 211 member associations to vote on creating a new entity owning commercial aspects of competitions like the World Cup, with options to sell shares to private investors. European teams and Concacaf opposed the plan, citing concerns over outsider influence and private equity involvement. FIFA ultimately scrapped the proposal before member votes.

UEFA is now pursuing legal action against Infantino, including criminal charges, and has asked U.S. courts to compel Thrive to release documents related to valuation methods and deal communications. The scandal has intensified calls for Infantino's resignation among European fans.