In the world of football, talent on the pitch defines greatness, but true legends also have the ability to shine off the pitch. Ronaldinho and Kylian Mbappe represent two very different eras, two unique approaches to building a personal brand. However, both managed to turn their popularity into something more than just sporting achievements. In this article, we will look at how these footballers transformed their names into powerful brands and what helped them achieve success off the pitch.
Ronaldinho, whose real name is Ronaldo de Assis Moreira, conquered the world of football not only with his technique but also with his infectious joy. His smile became a symbol of carefreeness and love for the game. It was this charisma that made him incredibly popular off the pitch. People all over the world, even those far removed from football, knew who Ronaldinho was. His ability to make football a real show created the image of an artist who performs for the audience. This image became the basis of his brand. At the peak of his career, Ronaldinho signed contracts with giants such as Nike, Coca-Cola, Pepsi and EA Sports. His Nike advert featuring the “impossible shot” on the crossbar became a viral phenomenon even before the era of social media. The video of him dribbling the ball with effortless ease was watched by millions, and his famous golden boots became a symbol of luxury and skill. One of the key factors in Ronaldinho’s success was his universal image. He was associated with joy and freedom, which attracted not only football fans, but also an audience far removed from sports. Coca-Cola, for example, used him in campaigns promoting youth and fun.
Ronaldinho also skillfully integrated into pop culture. His image appeared in the FIFA series of video games, which helped strengthen his connection with a young audience. He also became the hero of music videos, where his technique and style organically combined with Brazilian rhythms. After finishing his career, Ronaldinho found himself in the music industry, recording tracks in the samba and reggaeton genres. Music became his way of expression and a way to stay in the spotlight. At the same time, he was actively involved in charity projects related to helping children from poor families.
Kylian Mbappé has burst onto the football scene with lightning speed, as befits a new generation star. His achievements on the pitch – winning the World Cup at 19, numerous titles and records – have instantly elevated him to the ranks of global stars. However, his brand is built not only on talent, but also on a carefully thought-out strategy. Kylian understands that a young audience is the key to his success. That is why he actively collaborates with brands such as Nike, Hublot, EA Sports, Dior and others. His collaboration with Nike is not limited to commercials – he is involved in the design of his personalized boots, which emphasizes his influence. In partnership with Hublot, Mbappé has become the face of campaigns aimed at the young elite, combining sport and luxury. The dialogue between brands and audiences through Mbappé is structured in such a way as to show him as an example of success that is available to everyone with hard work. If Ronaldinho became a star before the era of social media, then Mbappe is a full-fledged product of it. His activity on Instagram, Twitter and TikTok allows millions of fans to be closer to their star. Posts about training, achievements and personal life make his brand more human and authentic.
One of the most important elements of Mbappe’s brand is his social responsibility. In 2018, he donated his entire fee for participating in the World Cup to charity, which caused a wave of respect around the world. His Inspired by KM foundation, created to help children from disadvantaged families, has become an example of how athletes can change the world. Kylian Mbappe consciously positions himself as a leader of a new generation. His collaboration with Dior, where he acts as an ambassador for the men’s line, cements the image of not only an athlete, but also a style icon. Mbappe knows how to inspire young people not only with his sporting achievements, but also with his approach to life.
