FIFA's Sales Pitch: More Tournaments, Debt, and Little for 2026

FIFA's sales pitch to member associations reveals a growth strategy centered on more tournaments, debt financing, and higher ticket prices, with little mention of the women's game. The 25-page deck, produced with JP Morgan, outlines plans to sell 20% of a new commercial company to investor Joshua Kushner.

FIFA's Growth Strategy: More Tournaments and Debt

The document, titled "FIFA Forward Enterprise Member Materials," projects significant increases in member payments, rising to $24 million per association by the 2035-39 cycle. This growth is to be driven by expanding the tournament portfolio from 200 to 450 global events annually, which would severely strain player workloads.

Commercial Rights Sale and Investor Involvement

FIFA plans to create a new company to manage commercial operations, selling 20% to Joshua Kushner, brother of Jared Kushner. The prospectus, backed by JP Morgan, argues that FIFA is "undermonetized" and compares its revenue to club-based leagues, not national team competitions.

Key Financial Projections and Tactics

The sales deck highlights several revenue-raising measures, including debt financing, prioritizing "high yield" partnerships, and selling TV rights to subscription platforms. The proposed $20 million sign-up payment to each of the 211 member associations is part of the pitch.

Omission of Women's Football

Strikingly, the sales deck makes little mention of the women's game, despite its rapid growth and commercial potential. This oversight raises questions about FIFA's commitment to gender equality in football.

Key Takeaways

• FIFA's growth plan relies on more tournaments, debt, and higher prices.
• Investor Joshua Kushner would acquire 20% of a new commercial entity.
• Player workload would increase dramatically with 450 events per year.
• Women's football is largely absent from the strategy.

Comparison with Other Sports Leagues

JP Morgan compares FIFA to club-based leagues like the Premier League, but this is flawed because national team football has different revenue streams and audience dynamics. The debt financing approach is risky, as seen in the failed European Super League.

Implications for Member Associations

While the $20 million sign-up payment is attractive, associations must weigh the long-term consequences of increased fixture congestion and potential backlash from fans and players.

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