Infantino faces fresh scrutiny over FIFA’s alleged image-management deal

Monday 31 August 2026 - 11:15

By: Azzat Manal

Infantino faces fresh scrutiny over FIFA’s alleged image-management deal

FIFA president Gianni Infantino is facing renewed scrutiny following reports that football’s world governing body signed a multimillion-pound contract with a London-based marketing agency to strengthen its public image and promote the president internationally.

According to The Times, FIFA agreed to pay Ten Toes Media around £2.3 million, equivalent to roughly $3.1 million, under a 22-month contract running from March 2025 through December 2026. The agreement reportedly covers communication and digital-marketing activities aimed at protecting FIFA’s reputation and enhancing the visibility of its leadership.

The British newspaper said it had reviewed a copy of the contract, under which the agency was tasked with supporting FIFA’s social media operations across platforms including LinkedIn, Instagram, Facebook and X. The company would also provide strategic analysis and communication tools aligned with the organization’s broader objectives.

Among the reported aims of the agreement is the protection of FIFA’s image and that of its president, as well as strengthening the organization’s international standing. The contract also reportedly calls for support consistent with Infantino’s vision for the governing body.

The reported spending has raised questions about FIFA’s financial priorities, particularly at a time when the organization continues to face criticism over its governance and the leadership of the Swiss football executive.

Infantino has been at the center of several controversies during his tenure, while critics and some observers have questioned aspects of FIFA’s management and decision-making. The latest allegations are therefore likely to add to pressure surrounding his leadership.

The issue comes only months before FIFA’s next major general assembly, when the organization’s leadership and future direction will once again attract close attention from national football associations and other stakeholders.

The reported contract illustrates the growing importance of reputation management in international football, where social media and public communication have become central to how governing bodies and their leaders interact with fans, sponsors and the wider sporting community.