The controversy erupted after FIFA announced it intends to create a new commercial subsidiary, FIFA Forward Enterprise (FFE), valued at approximately $20 billion. "Parts of the game have turned that popularity into remarkable commercial value, and we celebrate that success and want it to continue, because it lifts the whole game," Infantino said in FIFA's announcement. But the plan has drawn fierce opposition from UEFA, European soccer's governing body, which argues the World Cup should never become a financial asset for private investors. The organization doubled down a day later on social media, accusing FIFA of prioritizing financial interests over the sport itself. "FIFA under Infantino gives lots of money to small countries, who in turn vote for him to be re-elected as president," Maguire said.