FIFA has moved to calm a growing revolt from European and global football bodies, insisting that plans to bring private investment into a new World Cup commercial vehicle do not amount to selling off the sport.

The world governing body has launched a consultation on the creation of FIFA Forward Enterprise, a proposed commercial entity that could see outside investors take a minority stake in revenues linked to FIFA competitions, including the World Cup. The idea has triggered an immediate and fierce backlash, led by UEFA and supported by other confederations.

In a detailed statement, FIFA said it had “heard the feedback” from confederations and member associations and pledged an “open and democratic consultation.” It argued that the project is designed to give all 211 member associations a greater share in the commercial growth of the game, particularly in developing markets.

“FFE has been proposed solely to ensure that all FIFA Member Associations have the opportunity to take meaningful ownership of the commercial opportunity of football in their respective countries,” the statement said, adding that this would not come at the expense of “the spirit or the governance of FIFA or football itself.”

FIFA underlined its red line: “Nobody is selling football. This is not something FIFA would ever entertain.” The organisation also claimed that “incorrect media reports” had disrupted its consultation and insisted that every association should be allowed to review the proposal and vote “based on facts.”

UEFA’s response has been uncompromising. Its 55 member associations have declared their opposition “unanimous and unequivocal,” warning that no European national team will take part in any FIFA competition while the proposals remain on the table. They are demanding the plan be abandoned entirely and that binding guarantees be given that FIFA will never again open its governance or competitions to private ownership.

CONCACAF has also publicly rejected the proposal, while domestic leagues across Europe and beyond fear that a commercially driven FIFA could push for larger and more frequent tournaments, further congesting already packed calendars.

FIFA president Gianni Infantino has publicly backed the investment concept, with a consortium led by Thrive Eternal, founded by Joshua Kushner, understood to be interested in acquiring a minority stake. Yet without Europe’s participation in the men’s and women’s World Cups, the vast financial projections underpinning the project would be severely undermined, setting the stage for a high-stakes power struggle over football’s commercial future.