For centuries now, football has played a central role in many people’s lives. Over the years, the sport has grown into something more than just a game — football has become a livelihood for thousands of players worldwide. In the 21st century, the rise of social media and marketing has made it possible for athletes to turn into celebrities, opening the door for various brand deals and influencing opportunities. As a result, top football players, besides winning grand titles, get to work as social media influencers, philanthropists, as well as fashion and lifestyle icons.
How do they do it? Let’s dig a bit deeper to explore how football players were able to gradually transform into the global superstars we know today.
The Rise of the Football Superstar
Before modern technologies took over the world of sports, all that mattered happened on the pitch. It all started in the 20th century, with legends like Pelé and Diego Maradona paving the way for football superstars to gain global recognition.
From the Pitch to the World Stage
In the case of Pelé, one of the most iconic players of all time, the worldwide recognition of his talent and exemplary technical mastery coincided with the rise of television. Following the legend’s victory in three World Cups with Brazil, Pelé soon became actively affiliated with various commercials and endorsements.
Source: https://www.nbcnews.com/news/latino/pele-remembered-transcending-soccer-world-rcna63749
In a similar instance, Diego Maradona gained worldwide attention for his amazing gift and showstopping gameplays throughout the World Cups. After his famous “Hand of God” goal move at the 1986 World Cup, the media became intrigued to learn more about the player. As Maradona became a household name, the attention to the legend’s personal life gradually solidified his role as a global celebrity.
In that way, one central aspect to consider when analyzing each player’s path to success is their initial appreciation and popularity within the football community. Then, as broadcasting rights expanded and brought in more football fans from around the world, people became intrigued to see how champions live and what they do outside of the field. Slowly but surely, football mastery laid the foundation for mass media to give a bigger platform to talented players.
Social Media and Personal Branding
Moving along to the 21st century, an era known for the mass usage of social media, football legends became even more connected to their fans from all over the world. Apart from having a straightforward way of sharing brand deals and aspects of their personal lives, social media provided football superstars with the chance to communicate directly with their fans.
How Social Media Changed the Game
Social media, including top platforms like Twitter (X), Instagram, Facebook, and TikTok, is constantly bringing in more people to follow and take active participation in the lives of many football superstars. For example, Cristiano Ronaldo, with one of the highest followings on Instagram, makes the best of his huge audience.
The football legend offers small insights into his personal life, including family photos, while also promoting brand deals and philanthropic projects. With over 600 million followers today, Ronaldo shows an unparalleled level of social media presence.
Lionel Messi and Neymar are two other football icons with a famously huge social media influence. The legends are able to build their personal brands through active posting on their accounts, with major differences due to their contrasting personalities. With his humble personality, Lionel Messi often shares glimpses of his personal life at home, offering a special connection with fans. On the other hand, Neymar shares his flamboyant personality through snippets of his interests in fashion, music, and traveling.
Of course, the presence of online bookmakers has left its own impact on the popularity of football stars. Fans can test their sports knowledge and luck with the latest odds football experts have provided on special platforms online.
Endorsements and Sponsorships
What started as global talent recognition has blossomed into multimillion-dollar deals with various sports and non-sports organizations for football players. As top athletes get offered amazing brand deals from premium international companies, professional athletes are able to boost their personal wealth and work as ambassadors for their own projects.
Football Stars and Lucrative Deals
Cristiano Ronaldo signed a lifetime deal with Nike that is worth at least 1 billion dollars. The deal reinforced Ronaldo’s image as an international superstar and solidified his marketing power in the sports community. In that way, the athlete’s fans also get to appreciate the icon’s personal line of CR7 products, featuring clothes and accessories.
On the other side of the field, Lionel Messi is known for his partnership with Adidas, inspiring millions of aspiring football players to choose the right gear. Using his widespread appeal, Messi has the potential to bring in huge numbers for popular brands while maintaining his world-class status.
All in all, endorsements play a crucial role in the build up of media influence of football stars. As the deals get bigger and more powerful every year, a clear economic and cultural significance of each player’s career can be noted.
Entrepreneurial Ventures
While most professionals prefer to stick to brand deals and partnerships, others find it in themselves to pursue their own business empires. Since so many football stars have contributed to the lifestyle choices made by their younger fans, they can now solidify the impact in the form of entrepreneurship.
Players as Entrepreneurs
David Beckham serves as the ultimate example of a football player who transitioned into the world of business. The icon’s contribution to the fashion industry is branded in his own lifestyle company, featuring fragrance and clothing lines. Considering the impressive fanbase of the player and his own style, there is always demand for new branded content and products.
Other football stars chose to invest in the world of technology, using their influence to bring more attention to the relevant technological advancements. In that way, Andrés Iniesta and Gerard Piqué have both explored valuable startups and paved a profitable and unique way for themselves that goes beyond the football world.
Source: https://rakuten.today/sports-entertainment/andres-iniesta-brand-ambassador-asics.html
Philanthropy and Social Impact
It is no secret that valuable football stars are appreciated in many ways, including financially. While many athletes start by building themselves off commercial success, some choose to take it a step further by giving back to communities in need.
Using Fame for Good
Whether it is funding local communities or creating their own charity projects, many legends use their platform for a noble cause.
Marcus Rashford is known for raising awareness about child hunger in the U.K. and advocating for free meals in schools. Sadio Mané used his privileges to improve education and healthcare in his hometown of Senegal, drawing admiration from millions of fans worldwide.
Overall, the act of giving has been quite prominent in the careers of most reputable players, becoming a positive influence and making the best of their global power.
Source: https://africa-news-agency.com/sadio-mane-the-philanthropic-soccer-player/
Conclusion
We can definitely trace the progress of professional football players going from athletes to global icons with unlimited influence. Many factors have contributed to the tendency, including the rise of technology and social media in general.
At the same time, we must also highlight each athlete’s personal attributes and character that make them as likable and admired as they are. As the football community continues to grow and more legends make it to the top, we must recognize the potential for more positive influence and inspiration all over the world.
