Surely you have heard more than once someone claim that a soccer player should not earn more than a doctor, a teacher or a scientist. Although these professions contribute more directly to society, soccer players’ salaries can reach surprising figures due to the impact they generate through stadium ticket sales, advertising, jersey sales, products and events. In other words, they become a brand in themselves, and behind every soccer player there is a team. But the big question is: how did what we now call sports marketing begin?
The beginning of marketing in soccer
In the late 1970s, brands began to focus on soccer players, taking advantage of their increasing popularity internationally, especially in South America and Europe. Brazilian Pelé, a three-time world champion with Brazil, was a pioneer in selling his image by advertising for sponsors such as Mastercard, Honda, Umbro, his own Atari video game, Subway and even arch-rivals Pepsi and Coca-Cola.
What was the reason for Pelé’s successful sports marketing? His talent with the ball, his charisma, his positive messages and his presentation as an example for children. For this reason, he always refused offers from cigarette and alcohol brands, even though they offered him large sums of money. According to his representatives, the Brazilians focused on their values instead of their economic retribution.
In addition, signing with the New York Cosmos, a U.S. team in 1975, was a key factor in making himself known to the world. It’s important to keep in mind that the North American country is the birthplace of brands. According to the 2020 BrandZ Top 100 Global Most Valuable Brands ranking published by WPP and Kantar, half of these brands are of U.S. origin.
Pelé raised a total of $15,961,691 for rights with its sponsors. An absolute reason to recognize him as the pioneer soccer player of Sports Marketing.
How is a soccer player’s contract with a brand?
The Spanish website Relevo reported on the details of the terms and conditions that players must comply with when signing agreements with brands.
Brands pay close attention to the players’ public image, social media posts and number of followers before reaching an agreement. In general, the contract lasts from four to six years, but there are some cases where it can be extended up to eight years.
Soccer players must meet specific goals, like attending interviews or events with the brand’s logo, cannot be seen in public using competing brands’ products, and must make regular posts on their social networks using the brand’s products.
The boom of sports marketing in soccer
According to a study by WorldAtlas in 2023, soccer has 3.5 billion followers, one billion more than cricket, which is in second place. This leads us to deduce that fanaticism has been on the rise thanks to the globalization of the world.
This year, the Saudi Arabian league closed a contract with 130 countries to broadcast matches, generating revenues of $710,000. In addition, the arrival of world champion Lionel Messi at Inter Miami resulted in $265 million in ticket sales and attracted 300,000 subscribers on Apple TV, which owns the television rights to the American league, better known as MLS.
In answer to the initial question of this article, a soccer player can earn a great amount of money not only because of his great impact on society, in addition, it provides jobs for communicators, such as marketers, journalists, advertisers, community managers and other professionals who create content to offer products or services to the passionate public.
About the Author:
Ítalo Castillo studied Communications at the University of Lima. His first work experience was in journalism, but the unpredictable and fantastic world of communications led him to become a creative copywriter at MAKE a year and a half ago. He likes watching movies, listening to podcasts and writing in X, his account is: @italocvillafue2.
