The frequent appearance of FIFA President Gianni Infantino in the television broadcast of 2026 World Cup matches has astonished fans, as cameras switch to him almost constantly during every match, a phenomenon also observed during the 2022 World Cup in Qatar.

This practice falls within the official media framework of major tournaments, where organizers are keen to show prominent figures in the stands.

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

Infantino during the Norway vs. England match (Reuters)

Host Broadcast Services (HBS) is responsible for producing the international feed for all World Cup matches, providing images to all rights-holding channels around the world, such as Fox and Telemundo in the United States, and BBC and ITV in Britain. Thus, all channels are obliged to use the same feed and do not have the freedom to choose or delete shots.

Despite FIFA denying issuing instructions to specifically show Infantino, there is an agreement with the production company stipulating the inclusion of at least one 'official dignitaries shot' per half to highlight senior officials present in the stands.

FIFA President present at Colombia vs. Switzerland match (dpa)

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

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

This approach differs from other tournaments, as there is no similar policy in the English Premier League or most UEFA competitions that obliges directors to repeatedly show tournament officials during matches.

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

Presidents of the Belgian and US federations with Infantino in the middle (AP)

Infantino currently faces no declared opponent and enjoys public support from three continental confederations: Asia, Africa, and South America, which together represent 110 national federations out of FIFA's 211 members.

This comes despite ongoing criticism of FIFA's administration during the current tournament, whether in refereeing and disciplinary matters or due to its handling of some political issues related to the US hosting the tournament, keeping the debate alive over Infantino's management of the international federation.

This media presence boosts Infantino's standing ahead of the 2027 FIFA presidential elections, as he seeks a third term. This policy also differs from leagues such as the English Premier League and the Champions League, which do not impose similar shots of officials.