The article critiques Gianni Infantino's public persona as a highly polished corporate entity, using his distinctive voice and image to promote FIFA's Club World Cup. Infantino's presentation is tinged with a sense of artificiality, encompassing the contradictions of capitalism in sports. With the launch of FIFA's final marketing campaign, the tone shifts from a soft introduction to a more aggressive promotion of the upcoming tournament, emphasizing branding over substance. The aesthetic of Infantino's appearances reveals a blend of familiarity and discomfort, reflecting the evolving nature of celebrity and corporate identity.
It takes a while for the voice to emerge from the background haze... the voice of fully realised corporate schmaltz.
This is the voice of Gianni Infantino... a living corporate logo.
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