FIFA’s proposal to sell shares in the World Cup has ignited global debate, as the organization known for its non-profit status considers transforming into a profit-driven entity. The plan centers on establishing FIFA Forward Enterprise, a new subsidiary that would issue stocks to private investors, with Thrive Eternal, a US venture capital firm linked to Joshua Kushner, expected to lead the investment. This shift aims to secure funding and spread financial risk, according to FIFA President Gianni Infantino, who argues it ensures long-term stability for the organization.
Critics warn the move could undermine the values behind the World Cup, raising concerns about rising ticket prices, excessive commercialization, and decisions influenced by profit motives rather than sport. Football associations, fans, and political figures have voiced strong opposition, fearing a loss of the tournament's cultural and unifying significance. Supporters, however, see the change as essential adaptation in an evolving global economy. The outcome of this debate will shape the future of football’s most iconic event.