Ballon d’Or 2026: How Media Campaigns and Star Power Shape Football’s Biggest Individual Award

Posted : 23 October 2026

The race for the 2026 Ballon d’Or has developed into a major talking point across the football world, with players, clubs, managers and media personalities making their cases for who deserves the prestigious individual award.

In a World Cup year, performances on the international stage have added another dimension to the debate, as supporters weigh national-team success against individual brilliance and achievements at club level.

European football analyst Guillem Balague believes the intense focus on the award reflects a wider tendency to celebrate individual accomplishments rather than the collective effort behind a team's success.

French journalist Julien Laurens has also highlighted the influence of public relations campaigns, noting how clubs and players work to strengthen their candidates' profiles as the ceremony approaches.

Several prominent football figures have openly backed their preferred contenders. Barcelona sporting director Deco criticised the omission of Raphinha and Pedri from the shortlist, while expressing confidence in Lamine Yamal's chances.

The young Barcelona star, however, has maintained that he will not campaign aggressively for the honour, arguing that the award should recognise more than simply a player's goalscoring record.

Paris Saint-Germain's Ousmane Dembele and Khvicha Kvaratskhelia have also praised each other's performances. Dembele acknowledged the exceptional season enjoyed by his teammate, while Kvaratskhelia backed the French forward for the award.

Meanwhile, support for Kvaratskhelia has gathered momentum in Georgia, where fans have embraced a campaign celebrating the winger's achievements and the possibility of a historic victory for their country.

Real Madrid forward Kylian Mbappe has been more outspoken about his ambitions. The French international believes he belongs among the world's best players and has expressed hope of claiming his first Ballon d'Or.

His comments have added to the discussion about whether individual records, international achievements or overall influence on the game should carry the greatest weight in determining the winner.

The award is decided by journalists from the 100 highest-ranked nations in FIFA's rankings. They vote for their preferred players from a 30-man shortlist selected by France Football and L'Équipe. The voting system places emphasis on individual performances, team achievements and a player's overall quality and conduct, rather than relying exclusively on statistics.

The growing influence of social media has transformed the way the Ballon d'Or race unfolds. Sports brand strategist James Kirkham has compared the process to an election campaign, with players and their representatives seeking to build support among voters and football audiences.

Viral highlights, interviews and online discussions can rapidly shape public perceptions, creating narratives that either strengthen or undermine a candidate's reputation.

Former AC Milan executive Ariedo Braida has also observed that football supporters increasingly follow individual stars rather than remaining loyal exclusively to clubs.

The global reach of digital platforms allows outstanding performances to attract immediate attention, making players' public profiles an increasingly important part of modern football's commercial landscape.

The Ballon d'Or has evolved considerably since its introduction in 1956. Initially restricted to European players, the award expanded in 1995 to include players of any nationality playing for European clubs, before becoming globally open to footballers from any league in 2007.

The women's award was introduced in 2018, further broadening the recognition of excellence in the sport.

Winning the trophy can also have substantial financial and commercial consequences. Braida cited Brazilian midfielder Kaká's experience at AC Milan, explaining how his Ballon d'Or triumph in 2007 enhanced his international profile and market value.

For clubs, having a winner can increase visibility, attract commercial opportunities and strengthen their global appeal.

For England captain Harry Kane, the 2026 ceremony presents an opportunity to pursue one of football's most coveted honours. His candidacy has attracted attention from former players and football commentators, with a potential victory carrying significance for both the striker and Bayern Munich. The club has not had a Ballon d'Or winner since Karl-Heinz Rummenigge in 1981.

However, the award's history also demonstrates how contentious the final decision can be. Robert Lewandowski's missed opportunity in 2020, when the ceremony was cancelled because of the COVID-19 pandemic, remains a prominent example.

Other controversies, including Franck Ribéry's defeat in 2013 and Real Madrid's protest over the 2024 result, have reinforced arguments that the award can be influenced by perceptions, narratives and politics as well as footballing merit.

Ultimately, the Ballon d'Or remains more than a celebration of individual excellence. Its influence extends to players' reputations, club finances and the global business of football.

As the 2026 ceremony approaches, the debate surrounding the contenders demonstrates how sporting achievements and public perception have become increasingly intertwined.

Ballon d’Or 2026: How Media Campaigns and Star Power Shape Football’s Biggest Individual Award

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