I often mention here that football players ARE brands. However, I am not convinced of the marketing impact for football players to have their own logo. The only one who turned into marketing icon is David Beckham…….thanks to adidas. Is Leo Messi on Becks’ footsteps?
This is Lionel Messi new log:
Some marcoms to go with it:
Although I understand the global reach of a world class football player, I am not convinced of the need to create a specific logo for him, and ultimately of the marketing impact. Is printing a logo on a shirt doing the job nowadays?
As I mentioned previously, David Beckham is the football equivalent of Michael Jordan in term of merchandising. He is though the only one in football and has always positioned himself as a marketing symbol unlike Messi. Becks is a marketing born icon, and adidas took him to the next level.
In my opinion, a football player links his image to a brand. Messi with adidas, Cristiano Ronaldo with Nike, Samuel Eto’o with Puma. Although some players might change sponsor during their career, they are recognised and stamped as adidas players, Nike or Puma icons.
So what’s the point for their custom logo? Sell more merchandise? I am not sure slapping a Messi logo on a tee-shirt will make sales go over the roof but I might be wrong.
Time will tell, but I do recall some Zinedine Zidane apparel range with a ZZ logo that got dropped off the shelves pretty quick, and at that time, he too was the best player in the world.