Josh Kushner says Thrive would have stayed away from FIFA’s $4.2 billion World Cup deal if it had known what was coming

Josh Kushner, son of President Donald Trump’s daughter, has expressed regret over Thrive Capital’s involvement in FIFA’s $4.2 billion World Cup deal proposal, now known as FIFA Forward Enterprise (FFE). In a statement, Kushner admitted that the firm "failed to appreciate the political dynamics of global football" and would not have entered the deal if the potential fallout had been known.

The FFE plan, which included BANN Ventures CEO Greg Maffei, aimed to create a commercial subsidiary holding FIFA's broadcasting, licensing, and ticket sales rights, valued at about $20 billion and co-invested by Thrive and other investors. Each member association would receive $20 million in increased development funding, with more to follow.

Critics, however, fiercely opposed the plan due to concerns about private interests encroaching on FIFA, a nonprofit organization. UEFA, the European soccer governing body, is now preparing to file a criminal complaint in Switzerland, alleging that FIFA president Gianni Infantino and other officials developed the FFE plan without notifying FIFA's governance bodies or member associations.

The plan’s critics, including former FIFA president Sepp Blatter and Infantino, questioned the $20 billion valuation and the distribution of profits. Infantino, facing reelection in March 2027, now confronts a crisis of confidence after several European member associations withdrew their support.