Uefa President Lennart Johansson looked certain to be crowned the most powerful man in world football - until Blatter belatedly launched his campaign in March.

And, after three months of globe-trotting electioneering, Blatter, 62, was rewarded with a surprise victory over the Swedish frontrunner - not bad for a man whose other title is President of the World Society of Friends of Suspenders.

Blatter, along with 119 other men from 16 countries, formed the society to express their regret at "women replacing suspender belts with pantyhose."

Away from the realm of ladies' lingerie, Blatter is a Fifa man through and through. He has worked for football's governing body for the last 23 years and has been secretary-general - and out-going president Joao Havelange's right-hand man - since 1981.

Fifa delegates assumed a vote for Blatter was a vote for the status quo, which partly explains why Johansson was so widely tipped to win their head-to-head.

The two-way fight became something of a personal dispute, with Blatter claiming last week that a number of influential European federations - including Italy, France and England - had "cleverly put some distance between themselves and Johansson."

Michel Platini gave Blatter his support

The masterstroke in his election came when he enlisted the help of legendary French midfielder Michel Platini, who will work as his director of sport at Fifa.

The "dream ticket" with Platini proved particularly successful in winning over the support of French-speaking nations, as Blatter began to make inroads into Johansson's lead in Africa and Asia.

He also proved his credentials for the Fifa presidency by helping transform the organisation into a thrusting money-making machine.

And he is keen to dispel any allegations of corruption by abandoning the enormous expense account image of old and turning his job into a salaried position. "It's cleaner and clearer," he said. "It's transparent.

"Fifa is a company. It is an industry. It is a commercial endeavour. It is above all dedicated to those who play football."

But not all of Blatter's ideas have proved so popular. His plan to replace throw-ins with "kick-in", for instance, was roundly pilloried.