The next move of Lamine Yamal: from football star to rising advertising phenomenon

Lamine Yamal will be the major addition of the 2024-25 season in the Kings League universe, a seven-a-side football league created by former FC Barcelona defender Gerard Piqué, alongside prominent internet personalities and streamers, in 2022. It blends traditional football with entertainment and social media, creating a unique hybrid that attracts a younger audience.

Yamal, who, after his debut with FC Barcelona at the age of 15, has become the new star of Spanish sports, had already shown interest in the competition by attending events like the Final Four at Camp Nou and a match between Rayo de Barcelona and the xBuyer Team.

The mystery of the giant banner in Madrid

The signing of Lamine Yamal was hinted at with the unveiling of a giant banner in Madrid, whose hooded silhouette sparked intrigue until it was revealed to be him. The Kings League has used similar strategies before to build anticipation, such as in December 2023, when another banner was displayed in Madrid with the message: “They said we were just a trend, they were right.”

The addition of the young footballer comes as a pleasant surprise for Kings League fans, taking the hype for the new season to the highest level. During the announcement, Yamal stated, “Here begins the 2024-25 season of the Kings League. We’re going to beat the game,” highlighting the tournament’s ambition to continue expanding.

Lamine Yamal as a Future Advertising Star

Since his breakthrough, and especially after his starring role in the Spanish national team that won the European Championship last summer, Yamal has become a clear target for all kinds of brands that see him as the new major figure in Spanish sports. Elite footballers like Yamal often enter the world of advertising through sponsorships, commercials, and collaborations with global brands. Therefore, his participation in this Kings League campaign could mark the beginning of a more solid advertising career, though it’s not his first step into this world.

Last February, Adidas announced an agreement with the young FC Barcelona winger, which some sources have projected could extend until 2030.

bienvenido Lamine pic.twitter.com/NaCdmpEpHN

— adidas Football (@adidasfootball) February 26, 2024

Since then, he has consistently appeared in various publications by the German brand, including this spectacular video where the player was featured connected to his hometown, Rocafonda, in Barcelona:

 

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Una publicación compartida de adidas Football (@adidasfootball)

Another one of his early appearances was alongside his teammate Pau Cubarsí, in a video with a retro vibe that echoed iconic Adidas campaigns from the past.

Anuncio de Adidas con Lamine Yamal y Pau Cubarsi pic.twitter.com/zWzjZVGbOk

— MesiasFCB (@Vida_Blaugrana) June 13, 2024

Yamal, who at the time of announcing his agreement with Adidas expressed his happiness in following in the footsteps of his idol Leo Messi as a face of the brand, has already become a regular figure in their short videos and TikTok ads.

As we mentioned, his presence as the face of the Kings League opens up a new advertising path for Lamine, who undoubtedly holds significant appeal for brands. A young man with a positive image, well-liked by fans of all teams, from humble beginnings, and with an innate ability to connect with younger generations.

Simply looking at his impact on social media (22 million followers on his Instagram profile, where he shares advertising content from FC Barcelona or Adidas; 16 million followers on his TikTok profile, where he posts more personal content), it’s clear that any major brand would want to associate their name with someone who could be the best Spanish footballer of the next decade.

Consider the case of his idol Messi: a player who also started very young, who similarly tied his image to Adidas early on, and who went on to lead campaigns for brands as diverse as Mastercard, Gatorade, or Louis Vuitton. In the latter case, his appearance in a promotional image alongside his archrival Cristiano Ronaldo became one of the most-liked posts in Instagram history.

What will be Lamine Yamal’s next advertising move?

Image: Kings League