Ballon d'Or Campaigns Highlight Growing Individualism in Football

The race for this year's men's Ballon d'Or has already begun, with entourages pushing candidates and media amplifying the hype. The award, football's most prestigious individual accolade, is increasingly intertwined with individual performance and public relations, a trend noted by football experts.

"The Ballon d'Or has been discussed every single day," said European football expert Guillem Balague on BBC Sport's Euro Leagues podcast. He observed that this emphasis on the individual mirrors societal patterns where collective efforts are harder to grasp than individual actions.

This increased focus on individual achievements has been amplified by the rise of social media. "You can't underestimate the PR machine that some clubs and some players are going to use," added French football journalist Julien Laurens. Managers and sporting directors have openly championed their players, sometimes criticizing omissions from the 30-man shortlist. Deco, for instance, called it a "huge scandal" that Raphinha and Pedri missed out while backing Lamine Yamal as a favorite, attributing his choice to his appreciation for football itself.

Players themselves are engaging with the narrative. Lamine Yamal stated he would not "beg for anything" but suggested the award should not solely go to the top goalscorer. Paris Saint-Germain manager Luis Enrique expressed weariness with the Ballon d'Or debate, despite a significant number of PSG players being nominated. Teammates Ousmane Dembele and Khvicha Kvaratskhelia playfully supported each other for the award, with Kvaratskhelia highlighting the potential significance of a win for a smaller nation like Georgia.

Kylian Mbappe, who has become the all-time top goalscorer in the World Cup, was direct in his ambition, stating, "I always think I'm the best but everyone has their own opinion." He acknowledged that journalists cast the votes, a practice in place since 2015 when national team captains and managers stopped voting. The 30-player shortlist is determined by France Football and L'Equipe, with journalists from the top 100 FIFA-ranked nations casting the votes. The winner, in this instance, has already been chosen.

Sports brand strategist James Kirkham likened the build-up to an election campaign, involving lobbying and securing votes. However, some, like Bayern Munich's board member for sport Max Eberl, believe the best players are those who do not need to campaign. Former winner Jean-Pierre Papin suggested that while Kylian Mbappe is a record-breaker, his focus can sometimes be excessively individual.

Mbappe also reflected on the era dominated by Lionel Messi and Cristiano Ronaldo, who collectively won 13 awards between 2008 and 2023. He believes the Ballon d'Or should recognize players who are "different," drawing a distinction from ordinary players. Kaka was the last recipient before this duopoly, winning in 2007, a year before the widespread launch of platforms like Facebook and Twitter.

Former AC Milan chief executive Ariedo Braida noted the accelerated pace of modern football and media, where fans increasingly follow individual players rather than clubs. "Fans follow individuals - the players - rather than the club themselves," Braida explained, drawing a parallel to politics. He contrasted this with an era where anticipation played a larger role, a feeling that has diminished with the immediacy of modern media.

The dominance of Messi and Ronaldo has also intensified the focus on individual records, influencing fans, media, and players. Kirkham suggested that the current era feels more open without the Messi-Ronaldo rivalry, but acknowledged the overwhelming and constant social media noise surrounding every aspect of the game. Viral clips of skills and opinions alike are amplified across various platforms, creating a powerful ecosystem that generates narratives for or against players.

Braida emphasized the crucial role of media exposure today, stating that the world has radically changed with the advent of social media, creating a "small global village" where information travels in real-time.

Michael Owen, who won the award in 2001, admitted he did not know what the Ballon d'Or was when he was informed. The award's history shows a significant evolution: it was initially exclusive to European players until 1995, became truly global in 2007, and featured a glamorous ceremony only from 2011. The women's prize was introduced in 2018.

The financial impact of winning the Ballon d'Or is substantial. Braida recounted how AC Milan's sale of Kaka significantly increased after his 2007 win, with Manchester City reportedly making a €105 million offer. He noted that winning the award brings global exposure and fame, immensely increasing a player's value.

For current contenders like Harry Kane, the prestige of becoming the first English winner in 25 years is immense. The award also holds significant value for clubs, boosting popularity, visibility, and financial returns, particularly in the age of social media and its influence on commercial aspects. "It is a global point - that means more audience and more eyeballs, and that means more money around the world," Kirkham concluded.