Jude Bellingham has been excelling on the pitch for Real Madrid — and off the pitch is commercial impact is already being lauded
A family of fans, all four wearing jerseys with ’s No 5 on the back, walked past a hotel bar near the Estadio Santiago Bernabeu before the recent game at home to . “You know Bellingham is selling 10 times more jerseys than ,” someone well placed to know what they were talking about, but who did not want to be named to protect their position, told The Athletic from our seats by the window.
Such melding of the personal and professional reminds Balch of how former tennis great Roger Federer curated his image in a way that was hugely attractive to both fans and sponsors. “Federer fundamentally understood his greatness, and lived with it, then built a human but commercial machine around that,” Balch says. “Bellingham is on his way to doing that.” One difference at Madrid is the club’s insistence it receives 50 per cent of all its players’ personal image rights deals.
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