The noticeable appearance of FIFA President Gianni Infantino in the television broadcast of the 2026 World Cup matches has puzzled viewers, as cameras constantly follow his movements during games, a phenomenon also evident in the 2022 Qatar World Cup.

The World Cup is considered the biggest sporting event in the world, and its television coverage follows uniform production rules that apply to all broadcasting channels.

According to a report published by The Athletic, the reason is not due to decisions made by the broadcasting channels, but rather to the official television production mechanism of the tournament.

Infantino during the Norway vs. England match (Reuters)

Host Broadcast Services (HBS) is responsible for producing the international signal for all World Cup matches, and it provides the footage to all rights-holding broadcasters around the world, such as Fox and Telemundo in the United States, and BBC and ITV in Britain. Consequently, all channels are obliged to use the same signal and do not have the freedom to select or delete shots.

Although FIFA has denied issuing specific directives to show Infantino, there is an agreement between the federation and the production company that includes including so-called 'official figures shot' at least once per half, to highlight senior officials present such as heads of state, continental federation officials, prominent figures, or guests classified as 'Very Important Persons'.

FIFA President present at the Colombia vs. Switzerland match (DPA)

During the England vs. Norway match, for example, Infantino appeared alongside Norway's Crown Prince Haakon, but some shots seemed clearly focused on the FIFA President.

A spokesperson for the international federation told The Athletic: 'It is customary for the editorial plan to include shots of sports officials, public figures, and celebrities present in the stadium, regardless of their identity.'

This practice differs from other tournaments; in the English Premier League and most UEFA competitions, there is no similar policy requiring directors to repeatedly show tournament officials during matches.

Infantino's media presence gains additional significance as he prepares to run for the FIFA presidency in 2027, seeking a third term extending until 2031, which would give him 15 years in office if re-elected.

Presidents of the Belgian and United States federations with Infantino between them (AP)

Infantino has not yet faced any declared opponent, and he enjoys public support from three continental confederations: Asia, Africa, and South America, which together represent 110 national associations out of FIFA's 211 members.

This comes despite ongoing criticism faced by FIFA's administration during the current tournament, whether in matters of refereeing and discipline or due to its handling of certain political issues related to the United States hosting the tournament, which has kept the debate alive regarding Infantino's management of the international federation.

This intense presence of Infantino coincides with his preparations to run for the FIFA presidency in 2027, as he seeks a third term extending until 2031. This coverage raises questions about the extent of the influence of the relationship between FIFA and the production company on television content. This practice is expected to continue in the 2026 World Cup, especially with increasing interest in the role of officials in sports broadcasting.