FIFA President Gianni Infantino has engaged a British marketing firm owned by Sir Martin Sorrell in an effort to strengthen his position amid ongoing challenges to his leadership, according to multiple sources familiar with the arrangement. The contract with Monks, a programmatic advertising agency under Sorrell’s London-listed company S4 Capital, was reportedly authorized through FIFA’s financial accounts and has not been publicly disclosed until now.

The move comes as Infantino faces mounting pressure following the collapse of a high-profile $20 billion proposal to sell FIFA’s global commercial rights to a consortium of Wall Street investors, including Josh Kushner’s Thrive Capital. The failure of this deal has intensified scrutiny of Infantino’s tenure and raised questions about his future at the helm of world soccer’s governing body.

Sources indicate that Infantino retained Monks earlier this month to execute a targeted digital media campaign aimed at bolstering support ahead of FIFA’s presidential election scheduled for March 2027. The campaign is understood to be focused on reinforcing Infantino’s visibility and influence within the global soccer community.

Internal critics within FIFA’s Swiss headquarters have expressed concern that using the organization’s funds for what they perceive as a personal political campaign could constitute a misuse of the non-profit’s resources. These objections highlight the complex dynamics surrounding Infantino’s efforts to maintain his leadership amid controversy.

Representatives of Monks declined to comment on the contract, directing inquiries to FIFA, which did not respond to requests for comment. As FIFA approaches its election cycle, Infantino’s decision to engage a private marketing firm underscores the increasingly fraught nature of his bid to secure another term.