FIFA president Gianni Infantino said on Wednesday that the proposed launch of a private subsidiary to exploit the commercial benefits of the World Cup was "an opportunity but not an obligation".
A proposal to sell stakes in FIFA's major competitions sparked disbelief and outrage globally since it was revealed on Tuesday, but Infantino defended the idea, saying too little of football's commercial value reached the parts of the game that need it most.
"FIFA Forward Enterprise, or FFE, is actually a proposal, an offer. It's part of a democratic process – a consultation process – and, above all, it is an opportunity but not an obligation," Infantino said in a video released on Wednesday evening.
"It is a golden opportunity to turbocharge the development of the game globally. But again, it is just an offer, not an obligation."
Gianni Infantino has created an arbitrary 53-day deadline to force through Member Association votes on contentious plans to sell FIFA stakes under a new subsidiary.
— Ben Jacobs (@JacobsBen) July 29, 2026
He calls this period a “democratic process”, but it’s one that is rushed and lacks transparency, and yet it has…
Infantino insisted the proposal was centred on unlocking "previously uncaptured commercial value" and was conditional on a democratic vote of FIFA's 211 member associations and approval by the FIFA council.
"Capturing that value requires additional expertise, additional insight, distinct from governing and developing the sport," he said.
"It would simply commercialise and organise all FIFA-owned competitions along with sponsorship, broadcast, licensing and new ventures for the benefit of FIFA's 211 member associations."
Infantino said the game would not change and the fans would be happier.
"Fans from everywhere in the world would gain immeasurably from this game-changing potential because it will transform football in their countries," he said.