Mbappé–Yamal: the recent media battle over the Ballon d'Or race

Voting for the Ballon d'Or closed on Monday, but the arguments from the main candidates may continue until October 26, when the highest individual honor in football will be awarded in London, following a loud media campaign.

From the back-and-forth between Lionel Messi and Cristiano Ronaldo over a decade to Real Madrid's boycott in 2024, furious that Rodri was selected over their forward Vinicius Junior, controversies have been plentiful throughout the 70-year history of the Ballon d'Or.

However, this 2026 campaign "is particularly notable for its media echo," says Pascal Ferré, former editor-in-chief of France Football, the magazine that organizes the ceremony, and author of "The Hidden Face of the Ballon d'Or" (Albin Michel).

Not only are clubs, coaches, and teammates supporting their candidate, but the candidates themselves are now fighting for their cause.

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"There’s no one better than me last season," stated Real Madrid and France forward Kylian Mbappé, adding that he has "always been considered the chosen one."

"I have never been the chosen one, but I have worked hard," retorted Ousmane Dembélé, who wishes to retain the title he won last year.

The Ballon d'Or rewards "a unique player," who "is not only defined by the number of goals scored," emphasized young Spanish prodigy Lamine Yamal.

A multitude of candidates has turned into a cacophony, far from the much quieter campaign for the women's Ballon d'Or (established in 2018), during which Spanish player Alexia Putellas told AFP that "football spoke for (her)".

"This also reflects the fact that men's and women's football do not have the same level of recognition, hence not the same degree of media tumult," believes Pascal Ferré.

"Fantasy Machine" 

He adds: "If the men's Ballon d'Or generates so much interest, it's because it remains a machine for fantasies, pressure, and intrigue." This proves that it is a trophy "that does not lose credibility or legitimacy."

"The real turning point is that players are getting involved in the struggle. Previously, it was a more institutional lobbying campaign, less visible with clubs and entourages," says Bruno Bianzina, director of the communication consulting agency Sport Market. "Today, it's more dynamic, with a desire to tell the players' stories."

While Mbappé has spoken to the Madrid daily As, a traditional mouthpiece for Real, he has also given other interviews, including a notable interview with Radio France Internationale (RFI), orchestrated this time by his own entourage, according to journalist Olivier Pron, who conducted the interview.

"They (his entourage) are campaigning and want to reach Africa," he explains in a video published by RFI, adding that certain topics were avoided: French politics, the governance crisis at FIFA, or the issue of Ceuta, the Spanish enclave in Morocco.

What is the reason for such engagement? "There are no clear favorites in this race; each player believes they have a chance and strives to make their 'story' heard by steering the criteria in their favor," analyzes Bruno Bianzina.