The European Commission has warned that FIFA’s proposal to sell a minority stake in a new commercial company controlling the business rights to the FIFA World Cup and other tournaments could raise concerns under European Union competition law, adding a regulatory dimension to mounting criticism of the governing body’s commercialization plans.
According to Euractiv, the warning came after FIFA unveiled plans to establish a commercial subsidiary—known as FIFA Forward Enterprise (FFE)—that would hold valuable media, sponsorship and commercial rights associated with the men’s and women’s World Cups and other FIFA competitions. The proposal envisions selling up to a 20% interest in the new entity to outside investors while FIFA retains control of football governance.
Euractiv reported that European Commissioner for Intergenerational Fairness, Youth, Culture and Sport Glenn Micallef said the European Commission is concerned about the potential overlap between FIFA’s regulatory authority over world football and the financial interests of private investors. He indicated that such a structure could warrant examination under EU competition rules if it creates conflicts of interest or distorts competition.
The proposal marks FIFA’s latest effort to attract private capital into its commercial operations. FIFA has said the venture could be valued at approximately $20 billion, with proceeds intended to increase financial support for its 211 member associations. According to FIFA, participating associations could receive substantial one-time payments alongside enhanced future funding, while the governing body would continue to make all sporting and regulatory decisions.
Competition issues move to the forefront
The Commission’s intervention places antitrust considerations alongside broader governance concerns already raised by football stakeholders.
Under EU competition law, regulators can investigate business arrangements that may restrict competition or create conflicts arising from dominant market positions. Although no formal antitrust proceedings have been announced against FIFA over the proposal, the Commission’s comments indicate that officials are assessing whether the structure could warrant closer examination if implemented. EU competition rules prohibit conduct that distorts competition or involves abuse of a dominant position within relevant markets.
The latest warning follows a series of recent competition-related disputes involving FIFA. Earlier this month, the Court of Justice of the European Union ruled against parts of FIFA’s football agent regulations, finding that several provisions could infringe EU competition law and the freedom to provide services.
Related: FIFA Introduces Dynamic Pricing for 2026 World Cup Tickets
UEFA and national associations criticize proposal
Opposition to FIFA’s initiative has intensified across European football.
UEFA issued a strongly worded statement criticizing the proposal, arguing that football’s governance should not be tied to external commercial investors and questioning the transparency surrounding the planned transaction. National football associations, including the English Football Association and the Danish Football Association, have also expressed concern over the consultation process and the potential implications for the sport’s governance.
According to Euractiv, Commissioner Micallef echoed concerns that increasing commercial influence over football’s governing structures could undermine the public interest in the sport, particularly if regulatory decisions become intertwined with investor returns.
FIFA defends commercial structure
FIFA has maintained that the proposal is designed to strengthen global football development rather than alter its governance.
The organization has said investors would receive only a minority economic interest in the commercial vehicle and would not obtain authority over sporting decisions, tournament organization or football regulations. FIFA argues that monetizing part of its commercial business would provide additional resources for member associations while allowing the governing body to retain full control over the sport.
The initiative follows an earlier attempt by FIFA in 2018 to secure major private investment through a separate commercial partnership, a proposal that was ultimately abandoned after opposition from stakeholders.
Regulatory scrutiny continues
The debate also comes amid wider EU scrutiny of FIFA’s commercial practices. Earlier this year, Members of the European Parliament raised competition and consumer protection concerns over FIFA’s World Cup ticket sales, questioning whether certain practices—including dynamic pricing and resale restrictions—could constitute an abuse of a dominant market position under Article 102 of the Treaty on the Functioning of the European Union.
According to Euractiv, FIFA’s proposal to establish FIFA Forward Enterprise will require approval from its member associations before moving ahead. Meanwhile, European regulators and football stakeholders continue to examine the governance, competition and transparency implications of the planned transaction, with the European Commission indicating it is prepared to assess the arrangement under EU competition law if necessary.
Source: Euractiv
