FIFA Sales Pitch Reveals More Tournaments, Debt, and Little for 2026

FIFA's sales pitch to member associations reveals a strategy focused on expanding tournaments and using debt financing, yet it barely mentions the women's game. This exclusive look at the 25-page deck, prepared with JP Morgan, outlines a future of increased revenue through more matches and higher ticket prices, but raises concerns about player workload and gender equity.

FIFA's Growth Strategy: More Tournaments and Debt Financing

The document, titled "FIFA Forward Enterprise Member Materials," projects a significant increase in revenue by growing the tournament portfolio from 200 to 450 global events annually. This would include more frequent World Cups, as previously proposed by Gianni Infantino. The plan also emphasizes debt financing and third-party capital as key tools to fund expansion, with JP Morgan claiming FIFA is "undermonetized" compared to club-based leagues.

Commercial Rights Sale to Investor Joshua Kushner

Central to the proposal is the creation of a new company to run FIFA's commercial operations, with 20% sold to US investor Joshua Kushner. The $20 million sign-up payment to each of the 211 member associations is a sweetener, but the long-term projections show a rise in FIFA Forward payments to $24 million per member by 2035-39. However, this growth comes at a cost: more games and higher ticket prices could strain players and fans alike.

Comparison: FIFA's Revenue Model vs. Other Sports Leagues

JP Morgan's analysis compares FIFA to club-based leagues, but this approach may overlook the unique challenges of international football. Below is a comparison of key revenue drivers:

Key Takeaways from the FIFA Sales Deck

• More tournaments (from 200 to 450) could double player workload and raise injury risks.
• Debt financing is a core pillar, potentially increasing financial risk for FIFA and its members.
• Higher ticket prices are planned, which may alienate fans.
• Women's football is conspicuously absent from the growth strategy, despite global momentum.
• Media rights may shift to subscription or streaming, changing how fans access the World Cup.

Implications for Players, Fans, and the Women's Game

The plan to double the number of tournaments would place an unprecedented strain on players, who already face congested calendars. For fans, higher ticket prices and potential pay-per-view models could make watching the World Cup less accessible. Most concerning, the lack of mention of the women's game suggests that FIFA's commercial push may not address gender equity, despite the success of the 2023 Women's World Cup.

What This Means for Member Associations

While the $20 million sign-up payment is enticing, member associations must weigh the long-term consequences. The increased payments by 2035-39 are tied to revenue targets that may require accepting more tournaments and debt. Smaller associations could benefit financially, but they also bear the burden of hosting more events and managing player welfare.

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