Ballon d’Or campaign gathers pace despite winner already being chosen

The campaign for the 2026 Ballon d’Or has become a contest in its own right, with players, clubs and supporters making public cases for their favourites even though the winner has already been chosen.

The 30-player shortlist was drawn up by France Football and L’Equipe, with one journalist from each of the 100 highest-ranked Fifa nations voting. The award is being presented in a World Cup year, adding national-team success to the arguments around individual performances.

Barcelona’s Lamine Yamal has been backed by sporting director Deco, who called it a “huge scandal” that teammates Raphinha and Pedri were omitted from the shortlist. Kylian Mbappe has made his own case, saying he always considers himself the best and that this could be a good year for him to win. Bayern Munich board member Max Eberl, meanwhile, argued that the best players do not need to campaign.

Paris St-Germain manager Luis Enrique said he was “bored of the Ballon d’Or”, despite a record 10 PSG players being shortlisted. The club’s Ousmane Dembele and Khvicha Kvaratskhelia publicly praised each other, while a “Kvara d’Or” campaign in Georgia has promoted Kvaratskhelia’s candidacy.

A bigger audience, a louder campaign

Sports brand strategist James Kirkham likened the lobbying to an election campaign, with players and their representatives seeking support in different countries. He said social media had amplified every goal, opinion and debate into a wider stream of coverage that can build narratives for or against a player.

Former AC Milan executive Ariedo Braida said the shift towards following individual stars, rather than clubs, had grown alongside global media and social platforms. He also said the award’s visibility could benefit clubs commercially by increasing their popularity and reach.

That profile can make a snub sting. Franck Ribery described missing out to Cristiano Ronaldo in 2013 as “like a robbery”. Real Madrid boycotted the 2024 ceremony after learning that Manchester City’s Rodri would win ahead of Vinicius Junior.

The award’s prestige has also evolved with its reach. It began in 1956 as a prize for European players; it opened to players from any club in 2007, and the women’s award followed in 2018. For England captain Harry Kane, who could become the first English winner in 25 years, a victory would be a major personal milestone. For the clubs, the prize can bring visibility and commercial attention as well as individual recognition.