Today, in Spain, it is difficult to go out in the street without crossing a teenager dressed in a Barça or Roja Flocqué Lamine Yamal jersey, or even see an advertising poster with the face of the star Blaugrana on it. Just as it is difficult to turn on television and not fall on the juvenile face of the Spanish player in an advertisement, and we even saw it at the famous Kings League of Gerard Piqué. Clearly, the native of RocaNonda has become the number 1 player in terms of exhibition and media coverage overseas, in front of the other stars of FC Barcelona but also those of Real Madrid, where Kylian Mbappé and company remain quite discreet on this side outside a few contracts and advertising spots with partners of the Merengue club.
The perfect profile
It must be said that his profile is ideal for advertisers. Young player, spectacular on the field, rather smiling and pleasant outside the field and active on social networks, he seduces everyone: from the kid who emulates his technical gestures in the squares, to the grandfather who sees in Lamine Yamal a rather nice, well-high player and who remains, even if there has been some controversies concerning his holidays lately, a rather positive example for the youngest. We very often see it with known personalities, whether in Spain or abroad, like his past moments with Neymar in Brazil, his friendship with the Streaming Star Ibai Llanos or his proximity to very popular artists in the Hispanophone world like Bad Gyal, Ozuna, Bizzarap, Quevedo or Morad. It is a perfect bridge between the world of football and that of entertainment, and inevitably, it is very attractive for multinationals who are looking for faces to promote their products or services.
Prophet in his country, the objective of Lamine Yamal is now to conquer the world. Well supported by Adidas and FC Barcelona, aware that they have a real slot machine under the elbow, Spanish may be everywhere in the coming years. The German equipment supplier has already carried out a recently heavy campaign, in which Lionel Messi, another muse of the brand, passes the torch to Lamine Yamal. Clearly, Adidas puts the means to highlight the Barcelona prodigy and does not hesitate to exhibit it. In early July, in the middle of his rather lively vacation, he had traveled for example in China to participate in various commercial operations and an advertising shoot.
A boon for Barça, for Adidas… and for Nike
And even if Lamine Yamal is at Adidas, Nike will greatly benefit from all this and in the offices of the North American giant, we rub our hands. The player's jerseys have been sold like hotcakes for months, being by far the player who sells the most barça jerseys. This number 10, always symbolic, will further strengthen the aura and the image of Catalan, to the delight of Nike and his club. Obviously, in the various promotional campaigns of FC Barcelona, he is by far the most highlighted player. In financial difficulties, the Spanish champion sees in Lamine Yamal a good source of direct income, but also indirect since the club and the player share his image rights, which allows FC Barcelona to remunerate on the various contracts that signs his star.
If it is with Adidas and logically under the colors of Barça that we will see it most, Lamine Yamal has signed an impressive number of contracts in recent months. He thus initialed deals with the Chinese mobile giant Oppo, with the Japanese company Konami which notably publishes the E-Football game (formerly PES), with the Brand of Audio Beats (By DRE) or with the famous Powerade energy drink. If the sums at stake in all these contracts are logically not made public, it is obvious that he earns more money with these deals than with his salary at FC Barcelona, which should be 15 million euros net per season. Suffice to say that its detractors and its haters have not finished seeing your face everywhere …
