FIFA's recent initiative to commercialize the World Cup, referred to as the FIFA Forward Initiative (FFE), is encountering formidable resistance from major football governing bodies, notably UEFA and the Asian Football Confederation (AFC). The AFC, under the leadership of its President Sheikh Salman bin Ibrahim Al Khalifa, has publicly criticized FIFA for not consulting them before unveiling the plan, which aims to transfer the marketing rights of the World Cup to a private company.

In a letter sent to the 47 member federations on July 30, Sheikh Salman expressed profound concern and disappointment regarding FIFA's unilateral actions. He labeled the move as "absolutely unacceptable," warning that it could undermine the foundations of unity, cooperation, and transparency among football governing bodies.

The AFC has yet to receive a comprehensive analysis of the legal, financial, governance, and long-term implications of the proposal. Sheikh Salman has urged member countries to refrain from making decisions until the AFC completes its consultations with FIFA and evaluates the relevant conditions.

This reaction from the AFC is seen as a significant blow to FIFA President Gianni Infantino, who has long counted on Asia as one of his strongest supporters. FIFA's proposal, announced on July 28, aims to focus on commercial activities related to television broadcasting rights, sponsorships, ticket sales, brand licensing, and the organization of both men's and women's World Cups, among other tournaments.

FIFA plans to sell up to 20% of the FFE shares to external investors, aiming to generate up to $4.2 billion against a valuation of approximately $20 billion. The funds raised are intended to help exceed a total global football development budget of $10 billion. Each member federation could potentially receive a special grant of up to $20 million in addition to the proposed increase of the FIFA Forward budget from $8 million to $20 million for the 2027-2030 period.

However, the stipulation that a significant amount of funding be tied to a September 19 registration deadline has led many organizations to believe that FIFA is pressuring its 211 member federations to quickly approve the proposal. FIFA has denied these accusations, emphasizing that participation is entirely voluntary and that the plan will only proceed if sufficient support is garnered.

Prior to the AFC's response, UEFA had already voiced strong opposition, asserting that "the spirit and governance of football should not be treated as commodities." UEFA convened an urgent meeting with representatives from its 55 member countries to discuss the possibility of boycotting certain FIFA tournaments, although no official decision was reached.

Other football organizations, including CONCACAF and FIFPRO, have also expressed discomfort with the lack of transparency and the exclusion of players, clubs, and fans from the decision-making process regarding the FFE.