Fifa sales plan: more tournaments, higher prices and debt, with 20% stake linked to Joshua Kushner; women’s game omitted
A 25-page sales presentation prepared by JP Morgan, titled “Fifa Forward Enterprise Member Materials”, lays out proposals to expand Fifa’s commercial footprint by staging more tournaments, increasing ticket prices and using debt financing. The deck recommends creating a new company to manage Fifa’s commercial operations and proposes selling a 20% stake to Joshua Kushner, brother of Donald Trump’s son-in-law, Jared Kushner, while making no reference to the women’s game.
The materials were presented to persuade members to approve the sale of the World Cup’s commercial rights and set out the organisation’s strategy for revenue growth. The deck argues that commercial expansion will be driven largely by a greater volume of tournaments — including references to doubling global tournaments — together with changes to pricing and capital structure. It frames the corporate proposal as a route to scale up Fifa’s business model through private investment and leverage.
Central to the document is a proposal to establish a new company that would oversee Fifa’s commercial activities, with a minority share offered to an outside investor. The plan specifies that 20% of the new entity would be sold to Joshua Kushner, brother of Donald Trump’s son-in-law, Jared Kushner. The presentation treats this equity sale as a key element of the wider financing package designed to unlock immediate capital and long-term commercial deals.
Financial levers identified in the deck include staging additional tournaments, applying higher ticket prices and employing debt to fund expansion. The text presents these measures as the primary mechanisms for driving the projected uplift in revenues. The emphasis on increasing the quantity of competitions is explicitly linked to broader commercial goals, rather than to changes in competition formats or sporting priorities.
Notably absent from the presentation is any substantive mention of the women’s game or specific commitments related to women’s competitions. The omission stands in contrast to the extensive focus on extra tournaments and commercial monetisation elsewhere in the materials. The sales pitch confines its scope to revenue-generating strategies without detailing how different strands of the sport would be balanced.
The dossier’s combined focus on expanding events, raising prices and using debt financing, together with the proposed sale of a 20% stake to Joshua Kushner, outlines a clear commercial proposition for members asked to approve the World Cup’s commercial rights sale. The materials set out the transaction and financial mechanics while leaving other areas of football activity, including the women’s game, unaddressed.