The conspicuous appearance of FIFA President Gianni Infantino in the television coverage of the 2026 World Cup sparked widespread controversy among viewers, as cameras have been pointing at him almost constantly throughout the matches, a phenomenon previously observed at the 2022 Qatar World Cup.

These criticisms come at a time when debate is intensifying over FIFA's influence on the media coverage of major tournaments.

According to what The Athletic revealed, the matter is not due to the decisions of the broadcasting channels, but rather to the mechanism of producing the official television feed for the tournament.

Infantino during the Norway vs. England match (Reuters)

The Host Broadcast Services (HBS) company produces the international feed for all World Cup matches, and it is the entity that provides the 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 select or omit shots.

Although FIFA denies the existence of instructions specifically requiring Infantino to be shown, there is an agreement between the international federation and the production company to include what is called an 'official personalities shot' at least once per half, to show senior officials in the stands.

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 production 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 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 contest the FIFA presidential election in 2027, seeking a third term lasting until 2031, which would give him 15 years in the position if re-elected.

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

Infantino has not yet faced any announced 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 of FIFA's management during the current tournament, whether in refereeing and disciplinary matters or in its handling of some political issues related to the United States hosting the tournament, which has kept the debate alive about Infantino's administration of the international federation.

This approach differs from the Premier League and European competitions, which do not impose similar policies. Infantino's media presence also gains special importance as he seeks a third presidential term, raising questions about the extent to which the tournament is being used to enhance his image before the elections.