In hindsight, it was all in the open from the very off. When Gianni Infantino was first elected as president of Fifa in 2016 it was something of a shock victory and prompted hope for progress after the dark days of Sepp Blatter. Infantino had promised to restore “the image of Fifa”, but also anticipated that “everyone in the world will applaud us”. He promised accountability and transparency, but the core message to his electorate was to expect a “very significant increase” in funding. Just as a side note, there were also mutterings about him spending too much time on private jets.
Back then, Infantino was described as being a typical Swiss bureaucrat, but no one would make that comparison now. Leaders within football instead prefer comments such as “he thinks he’s running a nation state”. This description feels particularly pertinent in the week Fifa announced without consultation plans to sell a share of the World Cup’s commercial rights to outside investors. But Infantino’s desire to grow both professional football and the revenues it creates has always been central to his pitch. The longer his time as president has gone on, the more wedded to this vision he has been.
