FIFA has issued a comprehensive clarification regarding its proposed FIFA Forward Enterprise (FFE) project, insisting that the initiative is not about selling football, while reaffirming that the proposal will only proceed if it receives the backing of the majority of its 211 Member Associations (MAs).
The statement comes just one day after the Asian Football Confederation (AFC) publicly voiced disappointment over not being consulted before details of the proposal entered the public domain, calling for greater transparency and meaningful consultation.
Seeking to address growing concerns from confederations and stakeholders, FIFA stressed that the objective of FFE is to strengthen football development worldwide by creating new commercial opportunities for every Member Association.
The world governing body rejected speculation that the proposal would privatise or commercialise the governance of football.
“Nobody is selling football. This is not something FIFA would ever entertain.”
FIFA explained that the proposal is designed to allow Member Associations to benefit more directly from football’s commercial growth while preserving FIFA’s governance framework.
FIFA acknowledged the concerns raised by several confederations and admitted that its intended consultation process had been disrupted after what it described as inaccurate media reporting earlier this week.
The organisation reiterated its commitment to an open and democratic decision-making process.
“We respect the feedback and concerns expressed publicly and reaffirm our commitment to an open and democratic consultation.”
“Our planned consultation process was disrupted by incorrect media reports. We will continue with the consultation process to ensure every Member Association can make its decision based on facts.”
According to FIFA, the proposed FFE would place the organisation’s commercial and operational event delivery activities into a wholly owned subsidiary while remaining permanently under FIFA’s control.
Under the proposal:
- FIFA would retain full ownership and control of FFE.
- Commercial revenues generated by FFE would be shared among all 211 Member Associations.
- Every Member Association would receive USD 20 million in FIFA Forward Development funding between 2027 and 2030, regardless of its size or commercial value.
- Additional revenues generated through improved commercial operations would directly benefit football development worldwide.
FIFA insists the structure would not alter its governance model.
The proposal also introduces a new FIFA Fast Forward Programme, which would provide an additional one-off USD20 million development grant to every Member Association.
Importantly, FIFA emphasised that participation would be entirely voluntary.
The programme would be financed through external investment while ensuring FIFA’s governance, ownership and decision-making authority remain unchanged.
FIFA made it clear that FFE cannot move forward without broad support from its membership.
“Without the support of the majority of Member Associations, FIFA’s commercial activities will remain unchanged and FFE will not be established.”
The governing body also stressed that the consultation remains open, with every element of the proposal subject to discussion, amendment, approval or rejection.
Responding indirectly to criticism from several confederations, FIFA underlined that no single organisation can claim to speak on behalf of all 211 Member Associations.
Instead, every association should have the opportunity to evaluate the proposal independently before voting.
“Every Member Association should be allowed to review the proposal and have a say in shaping its own future. These are the democratic principles of FIFA.”
The clarification marks FIFA’s first detailed response since questions emerged over the proposed creation of FIFA Forward Enterprise.
While the governing body insists the initiative could unlock unprecedented levels of development funding and create a fairer distribution of football’s commercial revenues, several confederations—including the AFC—have already called for greater transparency and more comprehensive consultation before any formal decision is taken.
With discussions now expected to continue through FIFA’s governance channels, the future of FFE will ultimately rest in the hands of football’s 211 Member Associations, whose collective vote will determine whether one of FIFA’s most ambitious commercial reforms becomes reality.
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