On October 28, the Ballon d’Or was once more confidently awarded at the grandeur of Paris annual ceremony at the Théâtre du Châtelet. Every year it awards respectfully the best male and female football player of the season. The winner of this edition, the Manchester City and Spain midfielder Rodri, has just entered a very short list of football legends who won the prestigious trophy, after an outstanding season with the club topped by the triumph at Euro 2024. It is surely a new chapter in this year’s book, for it is the first time since 2003 that Lionel Messi and Cristiano Ronaldo have not been nominated.
The Ballon d’Or is more than just an award given away by France Football; in the last twenty to thirty years, it has become a symbol of excellence in football. There is also a larger financial significance that such awards hold for the players and the clubs. Below are some notable issues in the financial context that we’ll examine today.
Although winning itself doesn’t come with a big-money prize, the earning prospects of players after winning increase with endorsements, sponsorships, and bonuses from clubs.
Of course, the ceremony attracts major sponsorship deals and broadcasters put up great money for the event generating considerable revenue. Such are some of the assets any player will realize.
For these players, winning, or even just being nominated, drives up their market value, allowing the clubs to demand a higher transfer fee. Winning a Ballon d’Or increases a footballer’s market visibility, leading to even greater endorsement contracts, not just within the football fraternity. Major brands play on this, hurling hefty sums to encourage top players to star for their campaigns. Luxury brands make great use of footballers in their collections.
Clubs will benefit from these prestigious awards as well. One might say there are several ways in which clubs can benefit financially from the Ballon d’Or. The first and most crucial of these gains is the visibility and fame that comes after of winning, thus attracting more sponsors and fans. The awards would notably increase the players’ selling values and merchandise sales in jerseys and stadium tickets leading to an inflow of money for the club as well.
On the other hand, having a Ballon d’Or winner allows the club to negotiate better sponsorship contracts and attract larger firms seeking to build an association with success.
They get more visibility in the media, which may also raise their marketability, leading to better broadcasting rights deals. Furthermore, the attention of the whole world on the award is likely to help clubs widen their global fan base, opening new avenues in merchandise sales and in partnerships. Especially in the last ten years all the big clubs in European football have started to expand their horizons outside of Europe towards America and Asia, in order to attract new interests that would hopefully result in new partnerships.
Overall, the financial backdrop of the Ballon d’Or is, then, inextricably linked to the commercializing aspects of football, which further enrich the economic landscape of the game. Therefore, although this ceremony clearly is a celebration of the player’s status, we must remember all the financial benefits it brings.
By Giacomo Molinario
BOCCONI STUDENTS FOR SPORT MANAGEMENT 
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