On July 28, FIFA announced a shocking initiative that would permit private investors to purchase shares in the World Cup through a new company called FIFA Forward Enterprise. This billion-dollar project has faced strong opposition from member federations, raising concerns about the commercialization of the prestigious tournament.

In light of this development, UEFA has called an important meeting with its 55 member federations to discuss a unified response to FIFA's plans. The meeting is scheduled for the afternoon of July 30, European time, and aims to address the potential implications of FIFA's controversial proposal.

Among the potential investors mentioned in the media is Thrive Eternal, a fund managed by businessman Joshua Kushner, who is notably the brother of Jared Kushner, the son-in-law of former President Donald Trump. This connection has drawn attention, especially given the close relationship between FIFA President Gianni Infantino and Trump, which has been criticized in the past.

Infantino's plans require the approval of a majority of member federations and the FIFA Council to move forward. The proposal has raised eyebrows, particularly in light of past comments from former FIFA President Sepp Blatter, who described the relationship between Infantino and Trump as driven by financial interests.

If approved, the new company would create an unprecedented fundraising model for the World Cup, allowing for significant financial influxes into the tournament. There are also speculations that Infantino could benefit financially from this venture, potentially taking on a 'Commissioner' role after his presidency ends in 2031, which could yield him millions in compensation.

As the situation develops, the football community watches closely, anticipating how UEFA's response will shape the future of the World Cup and its governance.