Joshua Kushner’s firm distances itself from FIFA World Cup plans

Joshua Kushner, brother of Jared Kushner and co-founder of the private equity firm Affinity Partners, has publicly distanced himself from controversial plans to commercialise the 2034 FIFA World Cup. Speaking to Sky News, Kushner admitted the investment group had “failed to appreciate the political dynamics of global football” after facing backlash over proposals to sell naming rights, sponsorship packages, and broadcast deals to private investors.

The controversy erupted in November 2023 when reports revealed that FIFA, under president Gianni Infantino, was exploring a radical financial model for the 2034 tournament—hosted by Saudi Arabia—to offset costs through extensive commercialisation. Infantino’s plan included selling exclusive rights to host stadiums, broadcast windows, and even host city branding to private bidders, a move critics said risked turning the World Cup into a corporate spectacle. Joshua Kushner’s firm, Affinity Partners, was reportedly in early talks to lead the initiative, raising concerns over transparency and sporting integrity.

Kushner’s statement marks the first public acknowledgment of pushback within his camp. “We underestimated the sensitivity around the commercialisation of football’s most sacred event,” he said, adding that Affinity Partners was now reassessing its involvement. FIFA has not confirmed whether the plan is still on the table, but sources close to the organisation say Infantino remains committed to finding new revenue streams to fund the tournament. Saudi Arabia’s bid committee has so far avoided direct comment, though Crown Prince Mohammed bin Salman has publicly framed the 2034 World Cup as a tool for “sporting diplomacy and economic growth.”

What happens next could reshape how future World Cups are funded. If the commercial model proceeds, it would represent the most aggressive privatisation of a major sporting event in history, potentially setting a precedent for FIFA’s revenue strategy in decades to come. But with broadcasters, federations, and fans already voicing opposition, the backlash could force FIFA to scale back or abandon the plan entirely. Joshua Kushner’s remarks suggest the pressure is having an effect—and for now, Affinity Partners appears to be stepping back.