FIFA 'hires' London agency to protect Gianni Infantino's image | OneFootball

FIFA has retained London-based Ten Toes Media on a 22-month deal running to December 2026, tasked with boosting the organisation's visibility and safeguarding the image of Gianni Infantino.

The Times reports the contract began in March 2025 and is worth £2.3 million, roughly €2.7 million.

The brief also requires the agency to provide support, analysis, intelligence and tools so FIFA can plan, execute and monitor communications in line with the president's vision.

That remit has become trickier this summer amid controversies and political interference around the World Cup, an aborted plan to create a commercial company, and disputes between Infantino and several federations and confederations, including UEFA.

Success will be judged partly by growth in social media followers and impressions, according to the contract. Comments on Infantino's Instagram posts are limited to accounts he follows.

Source: L'Équipe

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