Lamine Yamal is also an advertising icon. First level contract with Adidas, with its own logo and clothing line and boots. Headphones, mobile ads, energy drinks, soluble cocoa … Lamine sneaks into marques and television, beyond the games. Chema Lamirán, CEO of Digital Media Sports, highlights the connection with generation Z through the Tiktok and Instagram language: “It makes it a global icon. Any young man can feel identified with him.”
Growth as an advertising star by the age of majority that Lamine Yamal reached on July 13. He supposed to sign a multimillion -dollar contract with Barcelona until 2031 and propelled him even more as an advertising icon. While accumulating titles with Barcelona and the Spanish team, add promotion campaigns that make it a real reference in sports marketing.
In February 2024, Yamal broke up when his signing was confirmed by Adidas, which was considered a first level figure at the height of Lionel Messi, with his own logo, a line of clothing and boots and advertising videos together with the Argentine star.
Brands like Beats, Powerade, Oppo later captured him as his sporting value grew exponentially, either to announce mobile phones or energy drinks.
The last company to join the Yamal Ola has been Nesquik, the Nestlé subsidiary, which has placed the splendid player as the protagonist of his new campaign.
“It goes far beyond its exceptional sports ability. He is a player who shows perseverance, optimism and has a way of understanding and playing football, always with authentic passion and positivism,” they underline Efe from the Nesquik team.
The campaign carries the motto ‘”Do not scratch and keep playing’, in allusion to the ‘cacaos’ to those who face young people in their day to day, also the Barça footballer, but that this raffles with” an admirable attitude, with humor, fun and positivism. “
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Yamal’s virtue is that he has managed to connect with the Z generation
“Do not scratch, keep playing, enjoying football and improving daily. That spirit is just what we wanted to convey. An energy that infects young people so as not to be blocked by mistakes or doubts, and move on,” argue from the soluble cocoa company, implanted in Spain since 1963.
Interestingly, two thirds of the consumers of this drink are over 19, which has led to reinforce the message addressed to young people through Yamal.
The brands that bet on their face see him as a star for his ability and potential, regardless of the shirt that seen, so they do not consider a ‘problem’ the impression he can generate in fans of rival teams of Barcelona.
“The majority of football followers recognize the talent and the referent of effort and overcoming that it represents,” they add from Nesquik.
For the CEO of Digital Media Sports, Chema Lamirán, Yamal’s virtue is that he has managed to connect with generation Z, which “was not used to his idols to talk to him in Tiktok and Instagram in such a fresh, simple and also rebellious way.”
“That makes it a global icon for marketing. Any young man can feel identified with him. He has transcended all status and connects with the whole world of his generation,” says Efe Lamirán, for whom the Moroccan origin of the Barça end reinforces that universal character.
The head of this agency specialized in digital marketing for athletes sees Yamal “a lot of tour” as an advertising reference provided that its sports progression is according to.
“We can have sports and marketing figure for many years, but if you do not get sports successes, it is a fish that bite your tail. It has to combine both perspectives and that is why Barcelona should do an accompaniment work to help you be a full person in all aspects,” he recommends.
With EFE information.
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