Today in Spain, it is difficult to go out in the street without crossing a teenager dressed in a Barça or Roja jersey with Lamine Yamal on it, or even see an advertising poster with the face of the Blaugrana star on it. Just as it is difficult to turn on the television and not come across the youthful face of the Spanish player in an advertisement, and we even saw him at Gerard Piqué's famous Kings League. Clearly, the Rocafonda native has become the number 1 player in terms of exposure and media coverage across the Pyrenees, ahead of the other stars of FC Barcelona but also those of Real Madrid, where Kylian Mbappé and company remain quite discreet on this side apart from 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. A young player, spectacular on the pitch, rather smiley and pleasant off the pitch and active on social networks, he appeals to everyone: from the kid who emulates his technical gestures in the squares, to the grandfather who sees in Lamine Yamal a rather nice player, well-mannered and who remains, even if there has been some controversy regarding his holidays recently , a rather positive example for the youngest. We see him very often with famous personalities, whether in Spain or internationally, like his moments spent with Neymar in Brazil, his friendship with the streaming star Ibai Llanos or his proximity to very popular artists in the Spanish-speaking world like Bad Gyal, Ozuna, Bizzarap, Quevedo or Morad. He is a perfect bridge between the world of football and that of entertainment, and inevitably, it is very attractive for multinationals looking for faces to promote their products or services.
A prophet in his own country, Lamine Yamal's goal is now to conquer the world. Well supported by Adidas and FC Barcelona, aware that they have a real money machine under their belt, the Spaniard is likely to be everywhere in the coming years. The German equipment manufacturer has already produced a meaningful campaign recently, in which Lionel Messi, another of the brand's muses, passes the torch to Lamine Yamal. Clearly, Adidas is putting the resources into promoting the Barcelona prodigy and isn't shy about showing him off. In early July, for example, in the middle of his rather lively vacation, he traveled to China to participate in various commercial operations and a commercial shoot.
A boon for Barça, for Adidas… and for Nike
And even though Lamine Yamal is at Adidas, Nike will benefit greatly from all this, and the North American giant's offices are rubbing their hands. The player's jerseys have been selling like hotcakes for months, making him by far the player who sells the most Barça jerseys. This number 10, always symbolic, will further strengthen the Catalan's aura and image, to the delight of Nike and his club. Obviously, in FC Barcelona's various promotional campaigns, he is by far the most highlighted player. In financial difficulty, the Spanish champion sees Lamine Yamal as a great source of direct and indirect revenue, since the club and the player share his image rights, which allows FC Barcelona to be remunerated from the various contracts signed by its star.
While it's with Adidas and logically in the colors of Barça that we'll see him the most, Lamine Yamal has signed an impressive number of contracts in recent months. He has thus initialed deals with the Chinese mobile giant Oppo, with the Japanese company Konami, which notably publishes the game e-Football (formerly PES), with the audio brand Beats (by Dre) or with the famous energy drink Powerade. While the sums involved in all these contracts are logically not made public, it is obvious that he earns more money from these deals than from his salary at FC Barcelona, which should be 15 million euros net per season. Suffice to say that his detractors and haters have not finished seeing his face everywhere...
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