Fernanda Lima caused quite a commotion, following last week's World Cup draw in Costa do Sauipe.
According to the Daily Mail's Steve Nolan, the 36-year-old set Twitter alight, with up to 10 tweets a second devoted to appreciation of the presenter's looks.
Elsewhere, reports of an entirely different nature also focused on Lima, as female figures in football came out to denounce FIFA's choice of the Brazilian actress and model for the role.
In the Telegraph, England Women's team captain Casey Stoney said:
Giving the job to a model has sent out completely the wrong message. Unfortunately I wasn't surprised. They could have had a woman high up in the game or else a player with proper international standing. This should have been about football.
West Ham's vice chairwoman Karren Brady added in Robert Mendick's article:
Football is not only a game for everyone but incredibly influential. So for Fifa to put at centre stage a woman only there to be gawped at sends out a terrible message.
I have had a number of young women contact me to complain about this. Fifa don’t seem to be able to get anything right at the moment.
To add to allegations of sexism were suggestions that Lima had replaced a non-white presenter, who was originally scheduled to present the show.
Although FIFA and event organizer GEO Eventos vehemently deny the allegations, the Telegraph reports that Christiano Jorge Santos, a Sao Paulo prosecutor, will begin an inquiry to investigate FIFA in claims of race discrimination.