Whenever a report on Real Madrid's brand value is released, Real Madrid always takes pride in it: Brand Finance Football, Brand Strength Index, Forbes, Football Benchmark, Deloitte Football Money League... In these rankings, it always ranks first, with valuations reaching as high as $9.5 billion. It is the most powerful brand in sports. However, Real Madrid cannot truly control or restrict the personal image rights of individuals like Mbappé and Vinicius, who are precisely those who give the club such value. The Frenchman's recent actions illustrate this contradiction.

Image Rights Negotiations

When Vinicius renewed his contract and Mbappé signed, one of the key factors was the negotiation of image rights. This will also be a key factor when Mbappé and Bellingham renew their contracts in the future. When Mbappé joined Real Madrid in 2024, he retained approximately 80% of his image rights, while the club retained only 20%.

This proportion is extremely rare for an organization that has always advocated for a more balanced distribution of image rights with its players.

The partnership with On is the most recent manifestation of this individual influence. Mbappé switched to the Swiss company after 20 years with Nike, becoming the face of its football venture, with the deal combining cash and equity. Adidas supplies Real Madrid's kits, but the star chose another company to create his boots and personal projects. The Real Madrid brand will gain exposure, but cannot absorb his commercial identity.

Vinicius recently went through similar negotiations. Image rights were an important aspect of his contract renewal through 2032, and reports indicate his share increased, though the specific percentage was not disclosed by either party. Mbappé and Bellingham's situations are different.

Both contracts expire in 2029, and Real Madrid must begin renewal procedures between 2027 and 2028 to prevent them from entering their final contract year.

By then, the distribution of image rights will be crucial once again.

Traduzido por IA.

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