The frequent appearance of FIFA President Gianni Infantino on screen during the 2026 World Cup matches has sparked a wave of inquiries among viewers, as cameras now focus on him almost constantly in every match, a phenomenon previously observed in the 2022 Qatar edition.

This practice comes within the framework of the television protocols adopted in major FIFA tournaments.

According to a report by The Athletic, the reason is not due to decisions by the broadcasting channels, but to the production mechanism of the official television broadcast of 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, providing images to all rights-holding channels worldwide, such as Fox and Telemundo in the United States, and BBC and ITV in Britain. Thus, all channels are obligated to use the same feed and do not have the freedom to choose or delete shots.

Despite FIFA's denial of issuing directives specifically targeting the display of Infantino, there is an agreement between the federation and the production company to include what is called an 'official dignitaries shot' at least once per half, to highlight senior officials in the stands, whether they are 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 directorial plan to include shots of sports officials, public figures, and celebrities present at 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 obligates directors to frequently show tournament officials during matches.

Infantino's media presence gains additional importance 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 US federations with Infantino in the middle (AP)

Infantino so far faces no announced opponent, and enjoys public support from three continental confederations: Asia, Africa, and South America, which together represent 110 national associations out of 211 FIFA 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 United States hosting the tournament, which has kept the debate alive about Infantino's management of the international federation.

This increased media presence of Infantino reflects an attempt to enhance his image ahead of the FIFA presidential election scheduled for 2027, where he seeks a third term. Also, the absence of a similar policy in leagues like the English Premier League raises questions about the independence of media coverage in international tournaments.