Intense lobbying and PR campaigns shape the race for football's Ballon d'Or prize

The race for football's biggest individual prize has turned into a massive lobbying campaign involving players, agents, clubs, and media hype.

The Lobbying Battle

European football expert Guillem Balague noted that the Ballon d'Or gets discussed every single day and mirrors society by focusing heavily on individuals. French journalist Julien Laurens warned that the PR machines used by clubs and players cannot be underestimated. Barcelona director Deco called it a huge scandal that Raphinha and Pedri missed the 30-man shortlist, though he backed Lamine Yamal as the favourite. Yamal insisted he will not beg for the award but stated it should not just go to the top goalscorer. Paris St-Germain manager Luis Enrique admitted he is bored of the award, even though his club has a record 10 players on the shortlist. PSG teammates Ousmane Dembele and Khvicha Kvaratskhelia jokingly talked each other up for the win, with Kvaratskhelia also highlighting a special campaign in Georgia celebrating his nomination. Meanwhile, Real Madrid star Kylian Mbappe stated he always thinks he is the best and that this year could be good for him to win, while admitting journalists hold the votes. Since 2015, the 30-player shortlist drawn up by France Football and L'Equipe has been voted on by one journalist from each of the top 100 Fifa-ranked nations.

Opinions and Reactions

Sports brand strategist James Kirkham compared the intense build-up to an election where camps canvas and shore up votes from specific countries. Bayern Munich board member Max Eberl backed Harry Kane and Michael Olise but argued the best players do not need to run a campaign. Former winner Jean-Pedri Papin praised Mbappe as a record-breaker but criticised his focus on himself. Mbappe also reflected on the era of Lionel Messi and Cristiano Ronaldo, who won 13 awards in 15 years between 2008 and 2023, noting that the prize goes to players who are different. Former AC Milan chief executive Ariedo Braida observed that fans today follow individual players rather than clubs, much like trends in politics. Meanwhile, Declan Rice backed his England teammate Harry Kane to win the award, telling ESPN India that it is his time after scoring 61 goals in 51 appearances during 2025-26. Kane has broken records at Bayern Munich, including becoming the fastest player to reach 100 Bundesliga goals in 98 games, and could become England's first winner since Michael Owen.

Context

The Ballon d'Or is widely regarded as football's most prestigious individual award, recognising the standout men's player over a European season or calendar year. The modern voting process relies entirely on international journalists rather than team captains and managers, which gives public perception and media narratives significant weight in the final outcome.