From Mbappé to Lamine Yamal… An unprecedented campaign to win the Ballon d'Or

A report reviews the unprecedented media campaign accompanying the 2026 Ballon d'Or award, with voting closed last Monday and the winner to be revealed on October 26 in London. The report covers statements by the candidates themselves, such as Mbappé, Dembélé, and Lamine Yamal, and the shift from institutional to offensive campaigns led by the players, with an analysis of the award's criteria that favor individual performance over collective achievements.

A report reviews the unprecedented media campaign accompanying the 2026 Ballon d'Or award for the best player in the world. Voting closed on Monday, September 28, with the winner to be revealed on October 26 in London. The report describes the campaign as "unprecedented" in terms of media hype, according to Pascal Ferré, former editor-in-chief of France Football magazine, which organizes the award. The report covers statements by the candidates themselves: Real Madrid striker Kylian Mbappé, who said there was no better player than him last season; his compatriot Ousmane Dembélé of Paris Saint-Germain, who replied that he had worked hard; and Spanish talent Lamine Yamal, who stressed that the award rewards "a different player." The report analyzes the shift from institutional campaigns led by clubs to offensive campaigns led by the players themselves, according to Bruno Bianzina of Sport Market agency. It also discusses the award's criteria that favor individual performance and statistics over collective achievements, which benefits candidates like Mbappé and Harry Kane, who scored 61 goals in 51 matches for Bayern Munich.