Football is not only seen in bars or in the living room. Nor is the fields restricted or limited to the radio. Universal sport has jumped to all platforms and is a consolidated industry where each goal is a commercial mass action. The players are influencers that have changed the rules, and not precisely those that have to do with the VAR.
Qatar's World Cup of 2022 was a paradigm shift in so many senses. First time a World Cup was done in winter and with totally different communication rules. Tiktok became an official partner of FIFA and headed the consumption of audiovisual content, along with platforms such as Twitch.
The viral celebration of Lucas Paquetá with Brazil or the directs of Luis Enrique to connect with the fans were two examples that explain the beginning of a revolution understood from all fronts: selections, organizations and, of course, players and coaches.
Yamal and Nico, Alpha and Z Generation
Football has completely broken the age limits, with leaders who at another time would not have even left their quarries, as is the case with Lamine Yamal. An advertising magnet who has not even fulfilled the age of majority. The same goes for Nico Williams. They have starred, along with other selection colleagues such as Samu Omorodion, clips that exceed 20 million views. What other traditional medium can have such an reach?
Lamine's viral dance, Williams and Samu after winning the Netherlands
Lamine's impact has been such that in February 2024 he obtained a long -term agreement with Adidas, thus becoming one of the main brand ambassadors, following the steps of idols such as Messi. So much so, that Yamal is the only footballer, in addition to the Argentine '10', to whom they authorized to carry an exclusive model of boots: the X Crazyfast Leo Messi 'Spark Gen10s'.
Twitch and YouTube, on the playing field
The players no longer just communicate in the press conferences or in the radio programs at night. Some, like Kroos, have developed their own podcast, where they offer exclusive information. The direct on Instagram also serve to give official communications. This revolution has logically infected traditional media and journalists.
Each morning, in Twitch or YouTube gatherings are carried out in which today is described. The Sport newspaper has promoted the program 'The possession' with a proven success in networks and new communication channels. To this we must add the fact that the players have introduced into the circuit 'equal' such as Ibai Llanos and other figures of great digital reputation as environments in which they feel comfortable.
Around the players they have built empires. Getting impact on networks then translates into advertising contracts that suppose an extra source of income for players, something that in the early 2000s was reserved for great names such as David Beckham, Ronaldinho, Ronaldo or Eric Cantona and that today in greater or lesser scale, can achieve any athlete who dominates the world of 'social media'.
This causes each insertion, each movement and even each celebration to be the subject of commercial exploitation. That is why Mbappé has shielded different combinations of his name. Or Cole Pale, from Chelsea, has patented its gesture when commemorating the goals. The same thing Dani Olmo has done with the sign of the clock. Each symbol counts and is likely to become a manna that lasts even after the withdrawal of the players.