Viewers noticed the repeated appearance of FIFA President Gianni Infantino in the television broadcast of the 2026 World Cup matches, with cameras tracking his movements almost constantly, a phenomenon also seen during the 2022 World Cup in Qatar.

This media focus on the FIFA president comes at a time of debate over the role of sports officials in the television coverage of major tournaments.

According to a report published in The Athletic, the reason does not lie in the decisions of the broadcasting channels, but rather in the official production method of the tournament's television broadcast.

Infantino during the Norway vs. England match (Reuters)

The Host Broadcast Services (HBS) company produces the international feed for all World Cup matches, providing the images to all right-holding broadcasters 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 cut shots.

Despite FIFA denying issuing specific instructions to show Infantino, there is an agreement between the international federation and the production company that mandates including what is known as an 'official dignitary shot' at least once per half to show senior officials present 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 FIFA spokesperson told The Athletic: 'It is customary for the production 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 the English Premier League or most UEFA competitions do not follow a similar policy requiring directors to constantly 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 so far faces no declared opponent, and he has 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 due to its handling of some political issues related to the United States hosting the tournament, which has kept the debate alive over Infantino's leadership of the international federation.

"); googletag.cmd.push(function() { onDvtagReady(function () { googletag.display('div-gpt-ad-3341368-4'); }); }); }

Similar criticism was raised during the 2022 World Cup in Qatar, when Infantino appeared extensively in the television broadcast. With the presidential elections approaching in 2027, his media visibility may increase to boost his presence before the vote. However, the international federation insists that it is merely a customary practice in television direction.