In the high-stakes fight to keep his job, FIFA president Gianni Infantino began on the attack.

He had just overseen the most lucrative World Cup in history, which culminated one week prior with Spain’s victory over Argentina in the final. But the tournament had not been without its detractors, and Infantino felt a duty to put them in their place.

So, on a quiet, summer Sunday night, seemingly unprompted, the most powerful man in soccer shared a 15-post slideshow on Instagram. “To everyone who missed our beautiful game…sorry that you were so consumed by hate and criticism that you missed it all,” he wrote. “Maybe it’s time to show some love.”

This is how the president of football’s global governing body began the dramatic saga that would leave a stain on his leadership and reputation—and maybe even cost him his job.

Less than 48 hours after the post, Infantino became the target of overwhelming “hate and criticism” when his controversial plan to sell stakes in the World Cup leaked to the media.