Inside the high-stakes lobbying and global PR campaigns for the Ballon d'Or

The campaign for football's most prestigious individual accolade involves heavy lobbying, media strategies, and public pitches from clubs, managers, and players alike. Following the presentation of the award to Ousmane Dembele last September at Paris' historic Theatre du Chatelet, discussions surrounding the 2026 men's Ballon d'Or intensified throughout the football season. European football expert Guillem Balague noted on BBC Sport's Euro Leagues podcast that the award mirrors modern society by placing significant emphasis on individual moments over collective achievements. With a 30-player shortlist drawn up by publications France Football and L'Equipe, the winner is decided by a vote consisting of one journalist from each of the top 100 FIFA-ranked nations, following the end of voting by national team captains and managers in 2015. The voting deadline has passed and the winner has already been chosen. Clubs and entourages have increasingly relied on public relations machines to champion their candidates. Paris St-Germain manager Luis Enrique stated he is tired of the debate, though his club boasts a record 10 players on the shortlist. Meanwhile, Real Madrid forward Kylian Mbappe acknowledged his own candidacy while noting that journalists ultimately cast the votes. Other figures, such as Bayern Munich board member for sport Max Eberl, argued that the best players do not need to run campaigns. Sports brand strategist James Kirkham compared the modern build-up to an election, highlighting how social media ecosystems amplify every comment into viral content. Former AC Milan chief executive and sporting director Ariedo Braida pointed out that global media exposure and social media have radically transformed the financial and commercial impact of winning the award. Braida noted that when Kaka won the prize in 2007, his market value multiplied significantly, demonstrating the massive commercial returns the accolade brings to clubs in popularity, visibility, and financial revenue.