The European Union has added its voice to a growing chorus of opposition against FIFA's plan to establish a commercial subsidiary that would sell stakes in the World Cup. EU Commissioner for Sport Glenn Micallef publicly backed the Union of European Football Associations (UEFA) in denouncing the proposal, which would involve external investors including a firm linked to the family of US President Donald Trump.
"The relentless commercialisation of football has become corrosive," Micallef wrote on X on Wednesday. He warned that aligning FIFA's regulatory powers with the financial interests of private entities raises serious concerns for the European Commission. The commissioner, who recently backed Spain as the tournament's strongest team, said the Commission would scrutinise the plan under EU law, noting that sporting rules affecting the European economy fall under the bloc's jurisdiction.
FIFA's $20 billion subsidiary plan
FIFA announced on Tuesday that it intends to create a new company valued at roughly €17.6 billion to manage the World Cup and other events. The governing body would offer stakes of up to 20% to external investors, a move it says would allow its 211 member federations to access up to $20 million each in one-off capital. FIFA is working with New York-based JP Morgan, while potential investors include Thrive Eternal, a fund launched by Joshua Kushner—whose brother Jared is married to Ivanka Trump.
The proposal has provoked a furious response from UEFA, which accused FIFA of putting the game's "soul" up for sale. "The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone's to sell," UK Prime Minister Andy Burnham said in response.
According to Sky News, European football associations are weighing a boycott of the next World Cup if FIFA President Gianni Infantino pushes ahead with the plan. They are expected to discuss the issue in an emergency virtual meeting this week. British media also report that Infantino has given federations until 19 September to approve the scheme, with a $40 million (around €35.1 million) incentive for those who accept.
FIFA is currently a Swiss-based not-for-profit association, meaning any such plan must first be approved by its member federations. The controversy comes amid broader debates about the role of private capital in European sport, a topic that has also surfaced in discussions about military mobility and EU defence priorities.
Micallef's intervention underscores the EU's growing willingness to assert its legal and regulatory authority over international sports bodies. Under the EU treaties, sporting rules are subject to EU law where they have an impact on the European economy—a principle the Commission has invoked in previous disputes with FIFA and UEFA over transfer regulations and competition rules.
The plan has also drawn criticism from across the political spectrum in Europe, with several national governments expressing concern. The involvement of investors linked to the Trump family has added a geopolitical dimension to the row, though the primary objections remain focused on the governance and commercialisation of football.
As the 19 September deadline approaches, the standoff between FIFA and European football bodies is set to intensify. Whether the threat of a boycott materialises will depend on the outcome of this week's emergency meeting and the response from Infantino, who has staked considerable personal authority on the plan.
