Kylian Mbappe has expressed his dissatisfaction with a new Paris Saint-Germain (PSG) marketing campaign that features him prominently but barely includes his teammates. Mbappe, who is under contract with PSG until 2025, released a statement on social media distancing himself from the promotional video, saying that he was not informed of the content of the interview with his interlocutor and that he did not agree with the posted video. The 73-second clip places Mbappe front and centre, featuring an interview with him cut with match action and clips of supporters. The likes of Lionel Messi and Neymar are hardly visible in the video.
Mbappe’s statement read: “This is why I fight for individual image rights. PSG is a big club and a big family, it is certainly not Kylian Saint-Germain.” In the promotional video, Mbappe praised the atmosphere at Parc des Princes and claimed that the fans are the team’s “12th man”. He also said that “to be Parisian is to be proud”. Some of Mbappe’s teammates can be seen in fleeting moments, often celebrating goals with him, while there are also shots of PSG’s ultras.
Messi’s future at PSG is uncertain as he is out of contract at the end of the season and is reportedly considering several offers, including a £350m-a-year offer from Saudi side Al-Hilal. Inter Miami and former side Barcelona are also thought to be keen on signing him. Neymar, on the other hand, wants to spend the rest of his career in Paris, but PSG are said to be willing to let him go.
Mbappe’s statement highlights the importance of individual image rights in football. Players are increasingly aware of their value as brands and are seeking greater control over their image and how it is used by clubs and sponsors. This has led to conflicts between players and clubs over image rights and marketing campaigns. In Mbappe’s case, he was unhappy with the way PSG had used his image in the promotional video and felt that it did not reflect his position within the team.
PSG is one of the biggest clubs in world football and has a global fan base. The club has invested heavily in its squad in recent years, signing some of the world’s best players, including Messi and Neymar. However, the club has yet to win the Champions League, despite reaching the final in 2020. PSG’s owners, Qatar Sports Investments, have ambitious plans for the club and are keen to establish it as a major force in European football.
The conflict between Mbappe and PSG over the promotional video is unlikely to have a major impact on the team’s performance on the pitch. However, it does highlight the tensions that can arise between players and clubs over image rights and marketing campaigns. As players become more aware of their value as brands, they are likely to demand greater control over their image and how it is used by clubs and sponsors. This could lead to more conflicts in the future, as clubs seek to maximise their commercial opportunities while players seek to protect their individual image rights.