FIFA President Gianni Infantino, facing significant scrutiny, has engaged British marketing expert Sir Martin Sorrell’s agency to help retain his influence in global soccer. Remarkably, he is using FIFA’s own funds for this initiative, as confirmed by three sources familiar with the situation.
The contract with Monks, a digital advertising firm owned by Sorrell’s S4 Capital, comes at a critical time for Infantino, who is under pressure following the failed attempt to sell FIFA’s commercial rights to investors including Thrive Capital, led by Josh Kushner, as previously reported.
Infantino discreetly secured the agency’s services earlier this month, aiming for a focused digital campaign in advance of the FIFA presidential election scheduled for March. This arrangement, however, has raised eyebrows among critics within FIFA’s Swiss headquarters, who argue that using the organization’s financial resources for what seems like a personal campaign is a serious breach of ethics.
“If this were the NFL or NBA, the commissioner would be dismissed immediately,” one senior soccer figure remarked. “Using league funds to shore up one’s own position is unacceptable.”
Another insider expressed frustration, stating, “This is precisely why FIFA’s governance needs substantial reform. It’s a blatant misuse of power – how does this align with his responsibilities as president?”
According to FIFA’s ethics code, officials are strictly prohibited from using organizational funds for campaign purposes. The move could also expose Infantino to legal risks under Swiss law. UEFA is reportedly exploring potential claims against him based on Article 158 of the Swiss Criminal Code, concerning unauthorized use of assets.
Such violations could lead to severe penalties, including prison time for “criminal mismanagement” if it is found that corporate resources were misappropriated for personal gain.
This aggressive marketing strategy underscores the increasing pressure within FIFA as European soccer authorities start considering candidates for the election. Infantino appears to be leveraging Sorrell’s agency to navigate beyond traditional media to secure support.
While Sorrell has declared that traditional public relations methods are outdated, his agency specializes in the very type of campaigning that may be necessary for Infantino to remain in power. The firm employs advanced data analytics, targeted messaging, and digital outreach aimed at building support – something that could sway member associations in various regions.
A Monks representative, when contacted, stated they do not discuss client matters and redirected inquiries to FIFA.
Meanwhile, Infantino was recently in New York City for UN General Assembly meetings, staying at a luxury hotel in Midtown, with a busy travel agenda that included stops in the British Virgin Islands and Jamaica.
This weekend, soccer fans are planning to launch a fresh attack on Infantino, unveiling a billboard in Times Square that follows a previous push for his resignation. Infantino seems to be racing against time to safeguard his presidency.
His recent travels included using a private jet provided by Qatar, which critics label as an early move to gather backing for his candidacy. This comes after he faced backlash for overruling a red card given to U.S. striker Folarin Balogun due to a direct call from President Trump, which caused outrage among many.
Now, UEFA is pursuing legal actions to uncover FIFA’s internal documents related to the failed Kushner buyout bid, which completely fell apart after threats of a World Cup boycott from UEFA.
Following significant internal dissent, including the resignation of Carlos Cordeiro, a key advisor, Infantino has been under heightened scrutiny. FIFA’s COO recently accused him of misleading staff and stakeholders, claiming he had not kept them adequately informed about critical developments. This accusation resulted in his dismissal in mid-August.
FIFA has not provided a response to inquiries regarding these issues.
