FIFA Spent $3.1M on Image Protection for Infantino, Times Reveals

FIFA President Gianni Infantino is under intensifying scrutiny amid revelations that the global football governing body contracted London-based marketing firm Ten Toes Media for £2.3 million—approximately $3.1 million—to protect its institutional image and his personal reputation.

The agreement, which commenced in March 2025 and runs through December 2026, spans 22 months. According to a copy of the contract reviewed by The Times, Ten Toes Media is tasked with managing FIFA’s social media accounts across LinkedIn, Instagram, Facebook, and X—formerly Twitter.

Contract Objectives and Scope

The contract explicitly states that key objectives include “protecting the image of FIFA and its President” and “enhancing the organization’s standing.” It further mandates the provision of “support, analysis, and tools necessary to improve the planning, execution, and control of narrative development in alignment with the President’s vision.”

Additional responsibilities assigned to the agency encompass content production—including written copy, images, video clips, and infographics—as well as comment monitoring, influencer collaboration to expand reach and engagement, and round-the-clock operations coordinated by managers across multiple time zones.

Context of Disclosure

This disclosure emerges as Infantino faces mounting pressure and widespread criticism within football circles, particularly following the failure of FIFA’s initiative to sell commercial stakes in its tournaments—including the FIFA World Cup—to private-sector investors.

Ten Toes Media, a sports marketing and digital media agency founded in 2016, maintains its headquarters in London, with regional offices in Dubai and New York. The firm has previously collaborated with UEFA, Arsenal Football Club, and current Bayern Munich and former Tottenham Hotspur forward Harry Kane.