The PR Game: How Coaches And Players Shape Ballon D'Or Outcomes.

The world's top football player is honored annually with the Ballon d'Or, the sport's most coveted individual honor. While talent and performance on the pitch are the primary criteria, the influence of public relations (PR), media narratives, and endorsements cannot be ignored. Coaches, teammates, agents, and even rival players play a crucial role in shaping perceptions that sway Ballon d’Or votes.

This blog explores the behind-the-scenes PR strategies that impact Ballon d’Or outcomes. From media campaigns to locker room politics, we’ll uncover how narratives are crafted, reputations are managed, and votes are influenced—sometimes beyond pure footballing merit.

1. Who Makes the Final Decision in the Ballon d'Or Voting System?

Before diving into PR tactics, it’s essential to understand how the Ballon d’Or is decided:

• Voters include journalists, captains, and coaches of FIFA-ranked national teams.
• Criteria: Performance over the calendar year, individual brilliance, team success, and "fair play" (though this is often overlooked).
• Influence of Media: Since journalists make up a significant portion of voters, media narratives heavily sway opinions.

This system means that perception matters as much as performance. A player who dominates headlines and receives glowing endorsements from peers has a better chance than an equally talented but less vocalized candidate.

2. Coaches' Function in Ballon d'Or Campaigns

A. Public Endorsements

Coaches often use press conferences to advocate for their players. Examples:

• Pep Guardiola's Messi Campaign (2019, 2021):  Guardiola frequently referred to Messi as "the best ever," supporting his claims even in the face of statistically greater seasons from others (such as Lewandowski in 2020).
• Zidane’s Push for Ronaldo (2016-2018): Zidane frequently highlighted Ronaldo’s clutch performances in big games, shaping the narrative that he was the ultimate big-match player.

B. Tactical Adjustments to Boost Star Players

Some managers tweak systems to amplify their star’s stats:

• Ancelotti’s Role in Benzema’s 2022 Win: Real Madrid’s attack was structured around Benzema, ensuring he had maximum goal contributions.
• Klopp's backing of Salah in 2018 and 2022:  Salah is always a contender for the Ballon d'Or because of Liverpool's high-pressing style, which was created to play to his skills.

C. The "Puppet Master" Effect

Certain coaches have such influence that their opinions sway journalists. In 2008 and 2013, Alex Ferguson's support for Cristiano Ronaldo was crucial.

3. Teammates as PR Tools: Lobbying in the Locker Room

The players themselves run campaigns that are both subtle and not so subtle:

A. Public Praise from Fellow Stars

• Modrić’s 2018 Win: Teammates like Ramos and Marcelo openly pushed his case, calling him "the engine of Real Madrid."
• Neymar’s Messi Endorsements (2021, 2023): Even after leaving Barcelona, Neymar frequently called Messi "the GOAT," reinforcing his legacy.

B. The "Political Captain" Role

National team captains (who vote) are often influenced by peers:

• Ronaldo’s Friendship with National Captains: Many captains from smaller nations admitted voting for him due to personal admiration.
• Messi’s Respect Among South American Peers: Players like Suárez and Agüero consistently backed him in interviews.

C. The "Anti-Campaign" – Subtle Digs at Rivals

Sometimes, players indirectly undermine competitors:

• Ramos' Views on the Ronaldo vs. Messi Arguments:  He frequently highlighted "big-game impact," tacitly giving Ronaldo preference.
• Piqué's Pro-Messi Remarks: He influenced Barcelona's media narrative by consistently praising Messi over Ronaldo.

4. Agents & PR Firms: The Hidden Architects

Behind every Ballon d’Or winner is a well-oiled PR machine:

A. Jorge Mendes & Cristiano Ronaldo’s Reign

• Mendes ensured Ronaldo had constant media exposure, from documentaries to strategic interviews.
• Partnerships with brands like Nike and Clear shampoo kept him in the spotlight even during off-seasons.

B. The Messi Family & Barcelona’s Media Leverage

• Messi’s camp worked closely with Catalan media (Mundo Deportivo, Sport) to highlight his stats over rivals.
• His reserved manner was portrayed as "humility," in contrast to Ronaldo's alleged haughtiness.

C. New-Age PR: Haaland & Mbappé’s Digital Dominance

• Haaland’s team uses data-driven campaigns (e.g., "most goals before 23") to push his case.
• Mbappé’s social media presence and political statements (e.g., comments on African football) broaden his appeal.

5. Media Manipulation: How Outlets Shape Perceptions

A. The "UEFA vs. South America" Bias

• UEFA-backed outlets (Marca, AS) historically favored European-based players.
• South American media (Olé, Globo) pushed Messi, Neymar, and Suárez’s cases harder.

B. The "Narrative Over Numbers" Problem

• 2010 Sneijder Snub: Despite winning a treble + World Cup final, media focused on Messi’s goals.
• 2013 Ribery Controversy: Bayern’s treble wasn’t enough; Ronaldo’s clutch performances dominated headlines.

C. The "Sympathy Vote" Phenomenon

• Messi’s 2021 Win: Partly driven by his Copa América triumph after years of "international failure" narratives.
• Modrić’s 2018 Victory: Seen as a lifetime achievement award + Croatia’s underdog story.

6. Controversial Ballon d’Or Wins: PR vs. Performance

Year             Winner                 PR Influence                                 Debatable Over

2010             Messi             Media focused on goals over trophies Sneijder (Treble + WC final)

2013             Ronaldo     FIFA extension hype, Mendes lobbying Ribery (Treble winner)

2018             Modrić             Croatia’s WC story, Ramos lobbying                 Ronaldo (UCL dominance)

2021             Messi             Copa América narrative                         Lewandowski (41-goal year)

7. The Future: Will PR Dominate Over Performance?

With social media and data analytics, PR is becoming even more critical:

• Haaland’s 2023 Campaign: His team pushed "cold stats" (goals per minute) to offset World Cup absence.
• Mbappé’s 2024 Bid: PSG’s media arm is framing him as the "future face of football."
• Bellingham’s Rise: Real Madrid’s PR machine is already building his "next Zidane" narrative.

Conclusion: The Ballon d’Or is a Political Trophy

While the Ballon d’Or is meant to reward the best player, it’s often a mix of talent, timing, and PR. Coaches, teammates, agents, and media shape the award as much as on-field performances.

In the future, players with the best PR teams—not just the best stats—might continue to dominate. The question remains: Should football’s biggest individual prize be decided by narratives, or should it be purely about performance?

What do you think? Let’s discuss in the comments!

~~~ By Dribble Diaries