FIFA has been urged to withdraw plans to set up a private company to run the World Cup by a group chaired by Premier League chief executive Richard Masters, picturedFIFA has been urged to withdraw controversial plans to sell stakes in a new World Cup company by a group chaired by Premier League chief executive Richard Masters. FIFA is seeking approval from national associations to create FIFA Forward Enterprise (FFE), promising them huge increases in development funding if the plan gets the green light. The World Leagues Association, which is chaired by Masters, issued a strong statement opposing FIFA’s plans on Thursday morning. “The FIFA World Cup value, and more generally of national team football, is the result of a collective effort across the entire football pyramid. As the global governing body of football, FIFA has a responsibility to safeguard the balance between national, continental and world competitions and to consider the interests of the game globally.