FIFA is dangling up to $40 million per federation to win support for a plan that gives private investors a 20 percent stake in the company that would run the World Cup's business side. The new company is called FIFA Forward Enterprise, valued at $20 billion, and it would control the commercial rights and day to day running of the men's and women's World Cups and the Club World Cup. The lead investor is Thrive Capital, with J.P. Morgan running the fundraising. Federations that approve the plan by September 19 get $20 million right away, plus $20 million more over the next four years, up from the $8 million a year they get now. Federations that say no keep the old deal instead, worth roughly 75 percent less. UEFA called an emergency meeting of its 55 members. Groups representing 143 of FIFA's 211 federations, including UEFA, CONCACAF, and the Asian Football Confederation, have criticized the plan or raised concerns. Germany's football association vice president Hans-Joachim Watzke said "a line has been crossed." Former FIFA president Sepp Blatter said FIFA "is the guardian of the World Cup, not its owner." The European Club Association, which speaks for 850 of Europe's clubs, says it found out about the plan through news reports, with no advance warning. Not everyone is against it. The Czech football association broke ranks and backed the plan, its president saying he sees a positive side to FIFA's intentions. FIFA insists it would keep 80 percent ownership and full control over competitions, the calendar, and discipline. Infantino calls it a proposal, not an obligation, and says it still needs approval from most of FIFA's 211 members plus its 37 person governing council. This is not Infantino's first try at something like this. In 2018 he pushed a $25 billion, 12 year deal with Japan's SoftBank to launch new competitions, including an expanded Club World Cup. UEFA fought that one too, protecting its Champions League and Euros, and the deal collapsed. La Liga president Javier Tebas said Infantino "isn't the solution to FIFA's governance. He's the problem." For federations that have never seen this kind of money, $40 million can fund academies and training centers for years. For UEFA, the number that matters is the other one: 20 percent, the share of the tournament that would stop belonging to football alone.