2.7 million euros to protect Infantino's image

A contractual document has revealed that FIFA spent approximately €2.7 million on an agreement with a London-based marketing agency to provide comprehensive services related to managing the federation's presence on social media platforms. The contract includes an explicit clause concerning the "protection of the image" of FIFA President Gianni Infantino. According to Martin Ziegler, chief sports correspondent for the British newspaper The Times, the agreement was signed in March 2025 with the agency Ten Tows Media and extends for 22 months until next December. It pertains to supporting FIFA in managing and developing its content across various social media platforms. The contract details indicate that the agency's role extends beyond content production and account management to encompass broader communication objectives for the federation. These objectives include enhancing FIFA's standing, protecting the image of the organization and its president, and supporting the organization's media messages. The document also mandates the agency to provide the necessary support, information, and tools to assist FIFA in developing and implementing its media plan and managing its narrative across different platforms, ensuring that these messages align with the vision of the FIFA president. The details of the contract were revealed at a time when Infantino has faced a number of controversies recently, including issues related to his international relations, World Cup ticket prices, controversy surrounding certain awards and initiatives associated with him, and a commercial project related to FIFA's rights that was later abandoned. According to the agreement, the agency's performance will not be evaluated solely on the usual social media metrics, such as follower count, viewership, and audience reach. Success criteria will also include measuring the nature of audience interaction with FIFA content and the level of "emotion" associated with it, as well as the satisfaction of internal stakeholders within the federation with the work completed. This reflects a shift towards treating social media platforms as an integral part of the corporate communications strategy, rather than simply a means of disseminating news and visual materials, especially for a global sports organization that interacts daily with audiences in different regions, languages, and markets. For its part, FIFA defended its use of external suppliers and companies to manage aspects of its communications and media operations, asserting that major international organizations adopt this model to control staffing costs and gain greater flexibility during periods of high workload. FIFA explained that the agency's services encompass a wide range of offerings, including photography and visual content production, video editing, design, animation, content writing, and translation, as well as transcription, editing, and publishing in multiple languages, across different time zones and platforms. FIFA indicated that these services primarily aim to promote the organization's activities and leadership, expand its audience base, and reach new viewers worldwide, particularly during major tournaments. The contract covers a period of intense activity on FIFA's calendar, including the 2025 FIFA Club World Cup, preparations for the 2026 FIFA World Cup, and the 2027 FIFA Women's World Cup – all of which demand a significant volume of content and digital media coverage. The document also highlights the link between FIFA's communications efforts and maintaining the image of its president, giving the agreement a dimension that extends beyond the technical management of social media accounts to include participation in shaping the organization's messages and public image.With FIFA's expanding digital presence and increasing reliance on social media platforms to reach audiences, managing the media image of the federation and its president has become a key part of its communication strategy, which explains the variety of services included in the contract and its significant financial value.