Inside FIFA’s £2.3m, 22-month plan to shape its public narrative

FIFA has signed a £2.3m contract with London-based marketing agency Ten Toes Media to manage its social media presence and help protect the image of the organisation and its president, Gianni Infantino, according to The Times.

The agreement, worth about $3.1m, runs for 22 months. It began in March 2025 and is due to end in December 2026.

A copy of the contract seen by The Times says Ten Toes Media will support the management of FIFA’s accounts across several social media platforms, including LinkedIn, Instagram, Facebook and X, formerly known as Twitter.

The document explicitly identifies among the agency’s main objectives the need to “protect FIFA’s image and that of the president, and raise the organisation’s standing”.

Ten Toes Media is also required to provide “the support, analysis and tools required to improve the planning, execution and control of storytelling, in line with the president’s vision”.

Its responsibilities include creating written content, images, videos and graphics for FIFA’s digital channels. The agency will also monitor comments, work with influencers to increase reach and engagement, and provide round-the-clock support through managers working across different time zones.

The disclosure comes as Infantino faces increasing pressure and criticism within football circles.

That scrutiny has intensified after the failure of a plan to sell commercial stakes in FIFA competitions, including the World Cup, to private-sector investors.

The contract therefore places a clear emphasis on shaping FIFA’s public narrative and maintaining the organisation’s profile across its international digital audience. The agreement does not only cover the production of posts, but also analysis, monitoring and the wider planning of communications in line with the president’s stated vision.

Ten Toes Media is a sports marketing and digital media agency founded in 2016. Its headquarters are in London, while it also has offices in Dubai and New York.

The company has previously worked with UEFA and Arsenal, as well as Harry Kane, the current Bayern Munich forward and former Tottenham player.

The Times’ report details the financial value and duration of the FIFA agreement, as well as the range of services expected from the agency during the period leading up to December 2026.

The deal comes at a particularly sensitive time for FIFA and Infantino, with criticism focused on the organisation’s commercial direction and its efforts to attract private investment into major competitions.

Separate football headlines displayed with the source material included: “Jose Mourinho jokes about his player: His muscles look exactly like mine” and “He is not connected to anyone: Why did Mourinho drop Carreras from the starting line-up?”

The source also invited readers to discuss football news and other subjects in the Kooora forums.