FIFA pay London marketing agency millions to 'safeguard' public image of Gianni Infantino

News

FT Desk

FIFA has a contract in place with a London-based marketing agency who were tasked with "safeguarding" the public image of the organisation and President Gianni Infantino.

The Italian is currently attempting to curry favour in any way he can with continental federations, ex-professionals and influential nations as he looks to salvage his tenure.

He is under massive pressure at FIFA as the fallout continues from his failed FIFA Forward Enterprise proposal which included selling shares in the World Cup to private investors. The plans were scrapped after just a few days but he did not show contrition for them, mostly apologising for a lack of communication.

There is also the scrutiny he faces due to his relationship with United States President Donald Trump. As FIFA is supposed to remain a politically neutral organisation, Infantino's decision to award Trump with the FIFA 'Peace Prize' in December led to fierce criticism.

With so much negative PR to deal with, FIFA previously turned to marketing firm Ten Toes Media to deal with their social media and to attempt to combat that negativity. The Times reports that a 22-month contract is in place that ends in December and that Ten Toes Media received £2.3 million for their services.

The contract states that the agency should serve “the higher objectives of the communications division” and “safeguard FIFA and the president’s image, raise the profile of the organisation”.

It says Ten Toes Media should “offer support, insights, intelligence and tools to better plan, implement and control their own storytelling in line with the president‘s vision”.

The contract began in March of 2025, which is a long time before Infantino faced criticism for the World Cup's high ticket prices, certain World Cup dignitaries not being allowed into North America due to visa issues, the Folarin Balogun fiasco, his relationship with Trump and the failed FFE plan - among other issues.

A FIFA spokesman said: “Like all major global organisations, FIFA Communications uses suppliers to control staffing costs and provide greater flexibility during its busiest periods, such as the FIFA Club World Cup 2025, FIFA World Cup 2026, and FIFA Women’s World Cup 2027.

“Our supplier services include filming, video editing, graphical designing, animations, copywriting, translations, transcripts, revisions and publications across multiple languages and time zones, on a number of platforms, to promote FIFA’s activities and its leadership, including to new audiences around the world.”

This week, it was confirmed that UEFA are progressing with a criiminal complaint against Infantino due to the failed FFE proposal.