FIFA’s abandoned commercial plan leaves Infantino seeking to reaffirm football’s unity

Gianni Infantino has sought to reinforce football’s unifying role after FIFA withdrew its controversial FIFA Forward Enterprise proposal following widespread opposition from national and continental associations.

The FIFA president published a statement on Instagram only hours after the governing body announced that the project would not proceed. His message praised the ability of the 2026 World Cup to bring together people and cultures, echoing his long-standing emphasis on unity within the global game.

“2026 World Cup brought together more people, cultures and communities than ever before, and showed the true power of the beautiful game,” Infantino said.

He added: “Football speaks every language and belongs to everyone, which is why I have always believed in its unique ability to unite people, inspire hope and create opportunities.”

The statement came after FIFA formally abandoned plans to establish FIFA Forward Enterprise, a new commercial entity that would have managed the organisation’s competitions and commercial rights, including those connected to the World Cup.

The proposed structure could also have allowed private investors to acquire a stake of up to 20% in the new company. That element of the plan attracted particular scrutiny, with Thrive Capital, founded by Joshua Kushner, identified as one of the potential investors.

Joshua Kushner is the brother of Jared Kushner, who is the son-in-law of United States President Donald Trump.

The proposal met strong resistance, especially in Europe. All 55 national associations belonging to UEFA announced their opposition and warned that they could boycott FIFA competitions if the plan went ahead.

The Asian Football Confederation and CONCACAF also joined the growing list of opponents. Criticism intensified over the way the project had been introduced, with continental confederations reportedly not consulted before the proposal was made public.

The scale of the response created increasing pressure on Infantino and FIFA to reconsider the initiative. The president subsequently confirmed that FIFA Forward Enterprise would be withdrawn, saying the proposal could not continue because of the division it had caused across the international game.

The decision marked a retreat from an attempt to create a separate commercial vehicle for FIFA’s competitions and rights. The plan had been presented against the backdrop of ongoing efforts to expand the financial and commercial reach of football’s global governing body, but its proposed ownership model prompted concern among several of the organisations responsible for the sport’s administration.

Infantino’s latest public intervention did not address the details of the withdrawn business project. Instead, it focused on the broader social and international influence of football, with the FIFA president highlighting the 2026 World Cup as an example of the sport’s ability to connect different communities.

The tournament is due to bring together teams and supporters from around the world, and Infantino used its expected global reach to underline his belief that football can overcome cultural and national divisions. His comments followed a period in which the proposed FIFA Forward Enterprise had instead exposed disagreements between FIFA and several of its continental and national members.