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

FIFA's sales pitch to member associations, revealed in a 25-page document, outlines a growth strategy centered on more tournaments, higher ticket prices, and debt financing—while barely addressing the women's game. This bold plan, developed with JP Morgan, aims to boost revenue but raises concerns about player workload and gender equity.

FIFA's Growth Strategy: More Tournaments and Debt Financing

The sales deck, titled "FIFA Forward Enterprise Member Materials," proposes creating a new company to run FIFA's commercial operations, with 20% sold to investor Joshua Kushner. The document projects that FIFA Forward payments to each of the 211 member associations will rise to $24 million per cycle by 2035-39, up from current levels. This growth is expected to come from expanding the tournament portfolio, using third-party capital, and prioritizing high-yield partnerships.

The plan includes more than doubling the number of global tournaments from 200 to 450 per year, which would significantly increase player workload. It also suggests selling TV rights for major events like the World Cup to subscription channels or streamers, aiming to "expand and optimize media rights monetization."

Comparison with Other Sports Leagues

JP Morgan argues that FIFA is "undermonetized" and compares its revenue to club-based leagues, not international football. The table below highlights key differences:

Little Mention of Women's Football

Despite global growth in women's football, the sales deck reportedly makes scant reference to it. This omission is glaring, given the success of the 2023 Women's World Cup and ongoing calls for equal investment. The plan's focus on high-yield events may sideline women's tournaments, which have historically been undervalued.

Key Takeaways

• FIFA plans to increase tournaments from 200 to 450 annually, straining players.
• Debt financing and third-party capital are central to revenue growth.
• Women's football is largely absent from the strategic pitch.
• JP Morgan's comparison to club leagues may overstate FIFA's potential.
• Media rights may shift to subscription platforms, affecting fan access.

Potential Risks and Criticisms

Critics warn that more tournaments could lead to player burnout and lower quality matches. Debt financing, while common in business, is risky for a non-profit governing body. The plan's lack of focus on the women's game contradicts FIFA's stated commitment to gender equality, and the involvement of a politically connected investor raises governance questions.

FAQ