The Paradox of Rodri’s Marketability: A Ballon d’Or Winner Without Social Media

By Nic DeMichele, MBA

In the modern sports landscape, marketability often extends beyond the pitch, with social media playing a pivotal role in shaping an athlete’s brand. Yet, Rodri, the 2024 Ballon d’Or winner and Manchester City Football Club ’s midfield maestro, challenges this paradigm. With unparalleled success on the field and a deliberate absence from social media, Rodri offers a unique case study on marketability in the digital age.

Rodri’s Success on the Pitch

Rodri’s 2024 season was nothing short of extraordinary. His commanding performances led Manchester City to their fourth consecutive Premier League title and Spain to victory in the European Championship, where he was named Player of the Tournament. His consistent excellence, technical mastery, and ability to influence games from midfield earned him football’s highest individual honor—the Ballon d’Or.

This on-pitch dominance solidifies Rodri’s standing as one of the best players in the world. His achievements, coupled with his role in Manchester City’s treble-winning campaign in 2023, position him as a cornerstone of elite football. In a world where talent and team success are core drivers of marketability, Rodri ticks every box.

The Marketability Question

Despite his footballing pedigree, Rodri’s absence from social media raises questions about his marketability value. Social media platforms have become essential tools for athletes to connect with fans, build personal brands, and attract sponsorships. By opting out, Rodri forfeits a powerful avenue to amplify his reach and engage with a global audience.

Interestingly, Rodri is the first Ballon d’Or winner since Lionel Messi in 2019 to not make the 50 Most Marketable Athletes list, a distinction that underscores the significant role social media and public visibility play in determining modern marketability rankings. While his on-pitch success is undeniable, his decision to stay off social media may have contributed to this omission, as many athletes on the list leverage their digital presence to bolster their marketability scores.

Yet, Rodri remains marketable. He is a Nike athlete, endorsing their Phantom GT2 boots, showcasing his appeal to major brands. His understated personality, professionalism, and commitment to excellence resonate with audiences who value authenticity over digital visibility. These traits align with brands seeking ambassadors who embody discipline, reliability, and focus..

Opportunities Missed?

Rodri’s decision to stay off social media likely limits his ability to:

• Expand Global Reach: Social media presence can exponentially grow an athlete’s audience, turning casual fans into loyal followers. For instance, Cristiano Ronaldo and Lionel Messi have leveraged platforms like Instagram to engage billions of fans worldwide.
• Attract Digital-First Sponsorships: Many brands prioritize influencers with substantial social media followings for collaborations, often basing sponsorship deals on metrics like engagement rates and audience demographics.
• Shape His Narrative: Without direct communication channels, Rodri relies on traditional media and word of mouth to shape his public image. This approach may lack the immediacy and control that social media provides.

The Counterpoint: Authenticity as a Marketable Trait

Rodri’s absence from social media could also be a strategic advantage:

1. Appeal to Niche Audiences: In a saturated market of digitally active athletes, Rodri’s off-the-grid approach distinguishes him, appealing to fans and brands who value authenticity and privacy.
2. Focus on Performance: By avoiding the distractions of social media, Rodri can focus solely on his craft, reinforcing his brand as a consummate professional.
3. Legacy Over Hype: Rodri’s Ballon d’Or win and on-field success build a legacy that transcends the transient nature of social media trends.

Balancing Tradition and Modernity

Rodri’s case demonstrates that marketability doesn’t solely depend on digital presence. However, a strategic, minimalistic approach to social media—focusing on meaningful engagement rather than constant activity—could enhance his marketability without compromising his values.

For brands and agencies, Rodri represents an opportunity to reimagine athlete partnerships. His success challenges the notion that digital engagement is the primary driver of marketability, emphasizing the enduring value of excellence, authenticity, and professionalism.

Conclusion

Rodri’s story is a reminder that marketability is multifaceted. While social media offers undeniable advantages, it is not the only path to building a powerful personal brand. For Rodri, the pitch remains his primary stage, and his Ballon d’Or triumph solidifies his status as an icon of the modern game.

As sports marketers, the challenge lies in finding innovative ways to showcase athletes like Rodri, who succeed on their terms, and creating narratives that resonate with their unique personas. By embracing the nuances of marketability, we can unlock value that goes beyond follower counts and likes, redefining what it means to be marketable in the 21st century.