TIMELINE: The rise and fall of FIFA's private investment plan

FIFA said today it will not proceed with its proposal to sell a piece of its business empire to outside investors after the project was met with fierce resistance from some of its member associations.

FIFA's plan was to raise up to $4.2 billion by selling about a 20% stake in a new unit that would run FIFA events, including the World Cup, valuing it at $20 billion.

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Here is a chronological timeline detailing how the FIFA Forward Enterprise (FFE) proposal unfolded, blew up into a global football crisis, and was ultimately killed off in a matter of days.

July 28, 2026: 

** The Times breaks the news that FIFA is quietly shopping around a multi-billion-dollar private equity deal for the World Cup's commercial engine. The revelation triggers shockwaves across international sports governance.
 

July 29, 2026:

** FIFA formally reveals the plan in the early hours of the day, with president Gianni Infantino stating that the FFE projects to raise $4.2 billion by the end of this year by "carefully selecting long-term investors who will purchase minority, non-controlling interests".

** Member associations (MAs) are promised a $20 million upfront bonus in early 2027 and up to $40 million by the end of the cycle in 2030 if approved.

** An immediate revolt begins. UEFA issues a scathing statement accusing FIFA of "attempting to sell the soul of football" and threatening legal action.

** CONCACAF, North and Central American football's governing body, and the English FA said they were “deeply concerned” over the plan. The Asian Football Confederation (AFC) said it was disappointed that the plan was not consulted before the decision was made public.

** EU sports chief Glenn Micallef hit out at FIFA's plans, warning international football's governing body: "Hands off our game."

** UEFA planned to hold an emergency meeting to discuss its response to FIFA's controversial private investor plans. 

** British Prime Minister Andy Burnham tweeted: "Football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine."

** FIFA issues a deadline of September 19 for member associations to come around the plan, if they want each to receive a $40 million payout.

July 30, 2026: 

** FIFA president Gianni Infantino said it was "an opportunity but not an obligation".  

** The Confederation of African Football (CAF) called on its members to review FIFA's controversial plan.

** European football's governing body UEFA and its 55 member associations said they would boycott the World Cup should FIFA press ahead with its private investor plan.

July 31, 2026: 

** All 41 member associations of CONCACAF rejected FIFA's proposal.

** FIFA hit back at critics, vowing to press ahead with an "open and democratic" consultation with stakeholders on a proposed private investment plan.

** AFC sent out a statement that read: "The AFC stands in solidarity with UEFA and CONCACAF in expressing serious concerns over FIFA's proposal to introduce private investment into FIFA's flagship competitions."

** Carlos Cordeiro -- former US Soccer president, former Goldman Sachs banker, and senior advisor to Infantino -- resigned in protest. He publicly declares FFE "a bad deal for FIFA's member associations, a bad deal for football, and a bad deal for the long-term future of the game."

** British Prime Minister Andy Burnham said Infantino was "the wrong man" to lead FIFA.

August 1, 2026: 

** FIFA Chief Operating Officer Kevin Lamour breaks ranks, telling media that the proposal was not a true administrative initiative, but rather "the project of one person" and that FIFA staff felt "deceived".

** Recognising that opposition was insurmountable and facing the total disintegration of his political support ahead of the next presidential cycle, Infantino issued an official statement scrapping the plan.

** Infantino’s Concession: "Having listened carefully to all the views, it has become clear that the project has created divisions of a nature that, regardless of the level of support, are no longer in the interest of the objective set out in the first place... As a result, this proposal will not proceed."