UEFA has responded furiously to reports that FIFA president Gianni Infantino is plotting to sell World Cup commercial rights to private investors, describing the plan as a line that football’s governing institutions should never cross.
“This crosses a line that football’s governing institutions should never cross. UEFA takes it extremely seriously,” the statement read. “So should every National Football Association. So should every stakeholder: leagues, clubs, players, supporters, governments and everyone who cares about the future of the game.”
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UEFA went further, framing the plan as a fundamental question of ownership within the sport. “The soul and governance of football are not assets to trade, especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”
UEFA statement on The Times article: ⬇️ pic.twitter.com/ye1tjfWRCb
— UEFA (@UEFA) July 28, 2026
The proposal reportedly involves privatising FIFA’s commercial rights, spanning broadcast, sponsorship, ticketing and licensing, through a new entity built around an initial equity valuation of $20 billion.
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Sources close to the plans have suggested Infantino could take on a leading role within the new structure once his FIFA presidency ends in 2031, a position in which he would stand to earn significant personal income.
UEFA’s statement signals a serious institutional standoff is now brewing at the top of world football, with European football’s governing body making clear it intends to treat the matter with the utmost seriousness, and calling on every stakeholder in the game to do the same.
Photo: James Gill – Danehouse/Getty Images
