Infantino Hires Sorrell's Firm to Bolster Reelection Bid, Spending FIFA Funds
Sources say the FIFA president has retained Sir Martin Sorrell's digital agency for a campaign ahead of the March election, raising concerns over the use of organization funds.
FIFA President Gianni Infantino has hired the digital marketing firm Monks, owned by British advertising veteran Sir Martin Sorrell's S4 Capital, to bolster his upcoming reelection campaign. The contract, authorized through FIFA accounts, comes as Infantino faces scrutiny over his leadership and a potential challenge for the presidency in March.
Three sources familiar with the matter told The Post that Infantino quietly engaged Sorrell's agency earlier this month for a targeted digital media campaign. Critics within FIFA's Swiss headquarters allege that using the organization's funds for a personal survival campaign constitutes financial misconduct, with one insider comparing it to raiding a league treasury. Another source described it as a clear abuse of office.
FIFA's ethics code strictly prohibits the use of organizational funds for electioneering. The legal implications could extend to Swiss law, where criminal mismanagement for diverting corporate assets for personal benefit carries a potential prison sentence of up to five years. UEFA is reportedly assessing potential claims under Article 158 of the Swiss Criminal Code, according to a US legal filing.
The engagement with Sorrell's agency, which specializes in data-driven targeting and digital mobilization, is seen as an effort to bypass traditional media and influence member associations, particularly in Africa, Asia, and the Americas. Sorrell himself has previously stated that "PR is dead," highlighting his firm's focus on algorithmic targeting and behavioral tracking.
Infantino has been on the defensive following the collapse of a $20 billion plan to sell FIFA's commercial rights, a deal that was reportedly undermined by European resistance and an attempted boycott threat from UEFA. The failure of this privatization scheme led to the resignation of Carlos Cordeiro, a key adviser, and the dismissal of FIFA Chief Operating Officer Kevin Lamour, who accused Infantino of a prolonged "lie by omission."
Further complicating Infantino's position, UEFA has initiated legal action in the U.S. seeking internal documents related to the failed privatization plan. Meanwhile, a new attack ad targeting Infantino with a billboard in Times Square is set to launch, following a previous public call for his resignation. He has also faced criticism for traveling on a private jet provided by Qatar and for an incident where a World Cup red card was controversially overturned for a U.S. player after a call from President Trump.
A spokesperson for Monks stated that the agency does not respond to questions about clients and directed inquiries to FIFA. FIFA did not respond to requests for comment from The Post.