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Kushner gives first reaction after the shelved plan

Joshua Kushner said he regrets becoming involved in the structure behind the World Cup stake-sale plan after the crisis surrounding it intensified and FIFA president Gianni Infantino shelved the proposal. The venture capitalist defended the aim of the offer, but said he and his team had not fully anticipated the political balance of global football.

Thrive Eternal, founded by Kushner, had been set to be the lead investor in the model that surfaced in public in July. But the plan was withdrawn within days after fierce criticism.

What did the proposed structure promise financially?

The model under discussion envisaged $4.2 billion in investment in exchange for a 20% stake in a new FIFA commercial subsidiary. FIFA said the funding would help create a more balanced distribution of resources across its 211 member associations.

The amount to be distributed to member associations

According to the body, if the plan had gone ahead, the funding distributed to each national association during the 2027-2030 period would have risen from £5.9 million to £14.7 million. The increase was expected to support infrastructure, talent development, grassroots football and fan experience, especially in less-developed football markets.

  • Proposed investment: $4.2 billion
  • Stake put up for sale: 20%
  • Number of FIFA members: 211 associations

UEFA's objections focused on valuation and governance

UEFA is seeking court approval in New York to subpoena Kushner and Thrive Eternal for testimony and documents, while also weighing whether to file a criminal complaint against Gianni Infantino in Switzerland. The governing body for European football has raised serious objections to the way the plan was developed and to the valuation of the asset.

Why did the World Cup valuation spark debate?

UEFA's lawyers say the World Cup was valued at around £15 billion, but that figure did not come from a competitive bidding process or an independent valuation test. The body also argues that Infantino failed to consult FIFA's internal decision-making structures sufficiently on the proposal.

UEFA says Kushner and American financier Greg Maffei are not expected to be named as defendants in any potential legal proceedings. However, the filing says the FFE idea was first discussed between the two men in July 2025, and that Infantino had also been discussing the concept with Kushner for about a year.

Kushner's expression of regret suggests that in high-value sports deals, governance risk can matter as much for investors as the financial upside. His recent role in a record $12.5 billion bid for the Los Angeles Lakers in basketball has also kept close market attention on his retreat from the football plan.

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