Sports 4 min read By Bethany Hadley
FIFA hires London agency to improve Gianni Infantino's image
FIFA president Gianni Infantino has enlisted the services of London-based sports communications agency Ten Toes Media from March 2025, aiming to repair his public image after recent weeks of reputational strain.
FIFA president Gianni Infantino has turned to a London-based communications agency to help restore his public image, which has come under pressure in recent weeks. The world football governing body has been working with Ten Toes Media, a sports-focused public relations firm, since March 2025, according to reports.
The decision to bring in external communications support signals an acknowledgment within FIFA's leadership that Infantino's standing needs careful management. Ten Toes Media, which specialises in sport, will be tasked with shaping the president's public narrative and countering negative coverage that has accumulated over the past month.
Infantino, who has led FIFA since 2016, is no stranger to controversy. His tenure has been marked by both significant commercial growth for the organisation and persistent questions over governance, personal conduct, and the awarding of major tournaments. The recent reputational difficulties come at a time when FIFA is preparing for the expanded 2026 World Cup, to be hosted across the United States, Canada, and Mexico.
The engagement of a dedicated communications agency is a common strategy for high-profile figures in sport and politics who face sustained media scrutiny. Ten Toes Media's remit will likely include media relations, crisis management, and strategic messaging to reinforce Infantino's achievements, including FIFA's financial performance and the global expansion of its competitions.
Neither FIFA nor Ten Toes Media has publicly commented on the arrangement or its cost. However, the move reflects the growing importance of image management in international sports administration, where reputational damage can have direct consequences for sponsorship deals, host city bids, and the credibility of governing bodies.
Infantino's presidency has delivered record revenues for FIFA, with the organisation reporting strong financial results driven by broadcasting rights and commercial partnerships. Yet his leadership has also drawn criticism from human rights groups, European football associations, and former officials, who have questioned transparency and the concentration of power within the organisation.
The timing of the communications push is notable. With the next World Cup less than eighteen months away, FIFA will be keen to project stability and competence. A polished public image for its president is seen as essential to maintaining confidence among sponsors, broadcasters, and the 211 member associations that make up the organisation.
Whether the agency can successfully reshape perceptions of Infantino remains to be seen. Public opinion in football is shaped by a complex mix of on-field results, administrative decisions, and personal conduct. A communications agency can control messaging, but it cannot erase events or controversies that are already in the public domain.
For now, FIFA is betting that professional image management will help steady the ship. The appointment of Ten Toes Media is a clear signal that the organisation's leadership understands the value of perception in the high-stakes world of global sport.
