In today’s football world, a player’s off-pitch presence is almost as important as their on-pitch performance, especially when it comes to attracting commercial deals. Whether it’s fashion partnerships, sponsorships, or ambassador roles, brands are more cautious than ever about who they associate with. While the right endorsement can elevate a player’s public image and earning power, the wrong move, or even a poorly judged tweet, can have the opposite effect.
There are countless examples of players who’ve had multi-million-pound endorsement deals fall through, not because of injury or form, but because of reputation. Bad press, controversy, and brand misalignment are silent killers of commercial opportunity, and they often come down to avoidable mistakes.
Mistake #1: Underestimating the Damage of Bad Publicity
In an age of instant headlines and social media virality, one misstep can quickly snowball into global coverage. Players who get caught up in scandals, whether legal trouble, relationship drama, or off-field behaviour, risk far more than a fine from their club. Brands don’t want their logos tied to controversy.
When negative press breaks, one of the first things to go is a brand deal. Sponsors have pulled out of campaigns due to leaked videos, inappropriate social media content, or damaging stories involving player conduct. In some extreme cases, brands have even issued public statements to distance themselves from a player to protect their own reputation.
It’s not always just about legality, it’s about perception. Racist remarks, sexist behaviour, or political affiliations can all trigger backlash and lead brands to quietly blacklist the player for future opportunities. When public trust erodes, so does commercial value.
Mistake #2: Saying Yes to Every Brand, Even When It Doesn’t Fit
Not all deals are good deals. And sometimes, the biggest mistake isn’t bad behaviour, it’s poor strategy.
A growing number of brands, especially in the luxury or high-performance space, are selective about who they work with. They want ambassadors who reflect their values, brand image, and customer base. If a player is plastered across every fast fashion brand, energy drink, and betting company campaign, they may no longer be seen as an aspirational figure in the eyes of a high-end label.
Luxury brands, in particular, look for consistency. A player who’s appeared in mass-market sponsorships might struggle to land a long-term deal with a heritage fashion house or prestige watch brand. The clash of brand values becomes a blocker. Even mid-range lifestyle brands are increasingly conscious of brand dilution and won’t want to work with someone who has “said yes to everything.”
Players and agents need to understand that brand association is cumulative, and that one wrong deal can push future opportunities off the table.
Mistake #3: Failing to Curate a Long-Term Commercial Strategy
Commercial success in football doesn’t happen by accident. It requires intentional choices, a strong sense of personal brand, and, crucially, a team around the player that can protect and grow their off-field presence. This is where agents and advisors play a key role.
The agent’s job isn’t just to bring in offers, it’s to protect the player’s long-term image. That means saying no to deals that don’t align, steering the player clear of unnecessary controversy, and planning campaigns that complement the player’s goals. It also means managing social media closely, avoiding impulsive posts, and understanding how a comment can be interpreted differently across global markets.
In the commercial world, consistency, control, and credibility are king. Without them, brands walk away.
What Smart Players and Agents Do Instead
Stay off the radar when it matters
Sometimes, the most valuable thing a player can do is nothing at all. In today’s media climate, where every clip can go viral in seconds, even a night out with friends can be spun into a headline. This is especially true during high-pressure periods like international breaks, injury layoffs, or when a player is under public scrutiny. Smart players know when to step back. They avoid unnecessary attention, whether that’s late-night clubbing videos, reactive social media posts, or being drawn into online debates. Staying silent, even when provoked, can prevent bigger problems. Silence isn’t weakness, it’s control. A single misstep during these windows can cost not only credibility, but millions in potential endorsements. For agents, this means actively advising players to think before they post, to keep private moments off public feeds, and to recognise that not everything needs a response.
Build a consistent public image
The most marketable players in football are not always the most talented, they’re the most recognisable. That doesn’t mean being famous for the sake of it. It means having a clear, consistent identity that brands and fans can understand. Some players lean into a sporty, clean-cut image. Others take a more fashion-forward or outspoken route. Whatever the lane is, the key is consistency. Jumping between contradictory messages, one week promoting a sustainable lifestyle, the next wearing fast fashion for cash, confuses the market and dilutes credibility. Smart agents work with players to craft a strong personal brand that reflects both their values and commercial goals. Over time, this builds a sense of trust and authenticity that brands want to align with.
Be selective with partnerships
Not every deal is worth taking. In fact, some can do more harm than good. Players who say yes to every offer often find themselves overexposed, underwhelming, and boxed out of bigger, more strategic opportunities. Brands, especially in premium categories, are paying close attention to who a player has worked with before. If a player is associated with five unrelated low-cost products, it becomes harder to position them as aspirational or high-value. The smartest commercial strategies focus on quality over quantity. A few well-chosen, long-term deals that make sense for the player’s audience, lifestyle, and ambitions can do far more for their image—and earning power, than dozens of one-off campaigns. Agents play a critical role here in filtering offers, protecting brand alignment, and negotiating deals that support the long game.
Work with a PR team
Commercial success isn’t just about exposure, it’s about managing it. Players who invest in proper public relations support are far better equipped to handle the attention that comes with fame. This includes media training, crisis communication planning, social media support, and a proactive approach to their digital footprint. A well-managed PR team can prevent issues before they arise and control narratives when something does go wrong. It’s no longer enough to rely on natural charm or a few good interviews. Modern footballers are public figures 24/7, and the public’s expectations are higher than ever. Agents should encourage players to build a team that includes professionals in media, comms, and digital presence, especially as brand partners are increasingly evaluating these areas before making a deal.
Think long-term, not just tournament-to-tournament
Commercial image should be treated like a second career, because in many ways, it is. Some of the most successful players have built brand empires that far outlast their playing days. That kind of longevity doesn’t happen by accident. It comes from planning, discipline, and knowing which short-term decisions could block long-term rewards. While tournaments like the World Cup or Euros offer major spikes in exposure, the most valuable commercial profiles are those that stay relevant year-round. This means being mindful of endorsements that might limit future options, building a media presence that tells a long-term story, and thinking beyond just what’s trending now. Agents and players who take this long view consistently unlock better deals, stronger partnerships, and more lasting career opportunities.
Final Takeaway: Reputation Is Currency in the Endorsement Game
While talent on the pitch gets players into the game, it’s discipline, strategy, and image management that keep them in demand commercially. Players who allow controversy, poor judgment, or misaligned partnerships to define their public image often find the phone stops ringing.
In today’s football landscape, where the line between athlete and influencer is increasingly blurred, one thing is clear: brand value is built on trust. And trust, once broken, is hard to repair.
Agents and players who understand this, and treat reputation like currency, are the ones who unlock the biggest commercial wins.
