From Ronaldo to Lamine Yamal: Mendes’ Off-Pitch Role in the Ballon d’Or Race

The race for the Ballon d’Or is built on performances, but the campaign for recognition also unfolds away from the pitch. Jorge Mendes’ advocacy, from defending Cristiano Ronaldo’s claim to backing Lamine Yamal, highlights the role agents play in promoting their clients for football’s leading individual prize.

An agent’s public support helps frame the debate over who deserves the award. By arguing a player’s case, Mendes brings attention to his client’s achievements and seeks to keep them central to the conversation.

That advocacy sits alongside club campaigns and the wider marketing of star players. While each serves different interests, they can reinforce the same message: that a particular footballer’s performances merit individual recognition.

The shift from Ronaldo to Yamal illustrates how this work extends across generations. The player at the centre of the discussion changes, but the task remains to turn achievements on the field into a persuasive case beyond it.

None of that makes publicity a substitute for sporting merit or guarantees a winning vote. Mendes’ role instead underlines how the Ballon d’Or race combines what players deliver with how their achievements are presented, promoted and debated.