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The Ball Line: Infantinoization
Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/
Goal: Transforming Gianni Infantino into a pop-culture brand
Claim: Football unites the world!
Media: Television, Global Events
Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.