French Team-Kylian Mbappe, Marketing Boycott with Bruce: Position in 4 Questions

Why did Mbappe refuse to participate in these operations?

The incident will shake these first days of the French team gathering. According to several media outlets (RMC, Le Kip, Le Parisien), Kylian Mbappe has refused to participate in the traditional marketing efforts of the French team, which regularly initiates blues internships at Claire Fontaine. reason ? PSG Stars do not want their image to be associated with a particular brand. Especially against the values ​​he is trying to convey.
According to the RMC, Kylian Mbappe does not want to be particularly involved in a particular advertising campaign when he has been working on instilling the idea of ​​”eating well” in children for years. In summary, the 23-year-old world champion wants more control over the use of his image when he is in the world of the French team.

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Where did the history of this partnership come from?

This is a big problem for FFF. The French team has 12 major partners and is the golden egg of FFF, with revenues of over € 100 million thanks to these partnerships. To sign the most favorable contract possible, FFF surfs the player’s image, just like a club. According to Requip, for this reason, national agencies require various internationals to sign contracts with partners of the French team when they arrive at the French team. With practices implemented after the 2010 World Cup, Noel Le Grae attempted to restore the image of the blues after the Knysna blunder, using a charter that should be especially respected.

But if other federations in the world have fairly similar principles, for example Spain and Italy, it causes controversy. “”This type of transaction is uncommon.And that’s the real legal tension about using the player’s image rights with the national team sponsors.Lionel Maltese, a sports marketing specialist and professor at the Marseille-based Kedge Business School, explains... “Athlete brands” are becoming more and more important, and clubs and federations use them to sell images.e “.

However, this theme is not necessarily new.The marketing benchmark is Michael Jordan in 1992. He hid the Reebok logo with the American flag at the Olympic celebrations. As Lionel Maltese reminds us, Nike. ” What no one wants to see in FFF …

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Why is Mbappe in a strong position to lead this “battle”?

Players must sign when they arrive in the blues, not just the players attacking this convention. Already by its status. Mbappe continues to grow in the football world. We’re talking about one of the best, if not the best, players in the world. Therefore, his image is a boon to Bruce and a real challenge. But if he’s away, it’s also a matter of personality.

As Requip recalled, Bondi’s cracks are highly involved in a particular cause and donate his rights to the image of a charity. For example, in 2018 he presented a World Champion bonus (Note: € 300,000) to the Premiers de chordée, an association that conducts disability awareness activities and provides children with disabilities with the start of sports. And today, “KM” was advised by his lawyer Delphine Verheyden, who had already approached FFF on these issues a few months ago. teamNot only do I want to say about the use of his images, but I also want to make sure that the money generated by these receipts on the French team will benefit amateur football. So it’s difficult to attack these points …

Why does this put the FFF in an uncomfortable position?

Given that the rights of individual images of athletes have been a major issue in the professional world for the last few years, the French team has been considerably spared for the last few years. But Kylian Mbappe just threw a stone into the water. And, according to L’Equipe and Le Parisien, Bruce’s Jambon-beur partner began asking himself about these image contracts “offered” to the Commonwealth. Is it time to renegotiate? to be continued…

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