A particularly interesting FIFA contract regarding the management of its social media presence is coming to the fore, as one of its key objectives is the “safeguarding” the image of the president of the World Soccer Federation, Gianni Infantino.
Under the terms of the agreement, FIFA has commissioned the London-based marketing firm Ten Toes Media to support and manage its accounts on platforms such as LinkedIn, Instagram, Facebook, and X.
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The contract has a duration of 22 months and is valued at 2.3 million pounds, an amount equivalent to approximately 2.69 million euros. The agreement was signed in March 2025 and remains in effect through December.
Of particular interest is the wording included in the contract regarding the objectives of the partnership. The company is tasked with serving the broader objectives of FIFA’s communications department, as well as “safeguarding the image of FIFA and its president,” while simultaneously enhancing the organization’s profile.
This provision takes on even greater significance given Gianni Infantino’s high-profile public presence and the reactions his decisions and actions regarding the organization of the World CupWorld Cup, ticket prices, commercial agreements, and FIFA’s relationship with other soccer governing bodies.
How the success of the partnership
will be measured The contract specifies specific criteria by which Ten Toes Media’s work will be evaluated.
These include an increase in the number of followers on FIFA’s social media accounts, the total number of views on posts, as well as the sentiment surrounding the federation’s content on social media.
At the same time, the degree of satisfaction among FIFA’s internal executives with the communication strategy and the organization’s external image will also play a significant role in the evaluation.
The fact that the contract itself explicitly refers to protecting the image of the FIFA president is what attracts the most attention, as it shows that the social media strategy is not solely about promoting tournaments and soccer, but also about the public image of the World Federation’s leadership.
*photo source: AP
