1. Introduction

Over the past sixty years, soccer has evolved from a regional sport into a global industry, with player salaries reflecting this transformation. In the 1960s, English soccer players earned about 1.4 times the salary of an average worker, but by 2020, this gap had widened dramatically, with soccer players earning 100 times more. This dramatic shift raises questions about the factors that have driven such rapid growth in player wages and the commercial value of athletes in modern sports [1,2]. While existing research has explored the globalization of sports and the rise of athlete endorsements, there remains a gap in understanding how social media, commercialization, and the professionalization of clubs have amplified the financial worth of athletes in the 21st century [3]. This paper seeks to explore is what factors have led to the exponential growth in the commercial value of soccer players. In particular, it examines the role of brand endorsements, the impact of social media, and the transformation of soccer clubs into global businesses. Through case studies of top athletes such as Michael Jordan, Lionel Messi, and Cristiano Ronaldo, alongside the analysis of industry data and academic research on sports marketing, it delves into the mechanisms behind the increasing financial influence of athletes [4]. The results provide a clearer picture of the current sports industry and offer suggestions for managing future trends such as further professionalization and the use of social media for brand development.

2. The Evolution of Sports Brands and Commercial Sponsorship

The landscape of sports brands and commercial sponsorship has undergone significant alterations in recent decades. Athlete endorsements and market trends have helped Nike and Adidas build global empires beyond athletic gear. And this section explores the formation of these brands and the mechanisms by which commercial sponsorship becomes a powerful tool for promoting sport and business [5].

2.1. The Development of Sports Brands

Adidas, Nike, and Puma emerged in the mid-20th century but became global leaders in the following decades. Founded in Germany in 1949, Adidas, along with Nike, which was established in the U.S. in 1964, now controls almost half of the worldwide sports merchandise market. Their success is attributed to adapting to market developments and consumer behavior, with innovation and promotion of lifestyle products driving their growth [6]. These sports equipment firms have expanded into lifestyle and fashion to meet the rising demand for athleisure wear among non-athletes. Nike has capitalized on comfort, performance, and style trends to attract a broader audience beyond just athletes. Additionally, brand sales have also increased due to customer demand for products connected with personal identification and celebrity endorsement [7]. These brands have adopted social media, e-commerce, and influencer marketing in the digital age. By diversifying their product lines, adapting to new trends, and utilizing both traditional and digital marketing strategies, they have successfully dominated the global market [8].

2.2. The Mechanisms of Influence in Commercial Sponsorship

Commercial sponsorship has helped the expansion of Nike and Adidas. Consumers associate athletes' talent, style, and success with the brands they endorse, making this tactic effective. Increased brand visibility and emotional ties with fans boost sales and brand loyalty. Additionally, the distinctiveness of sports marketing, compared to traditional marketing fields, makes sponsorship and endorsements especially impactful, as the emotional and cultural connections between fans and athletes provide a strong platform for brands to leverage [9]. Nike’s first major sponsorship with tennis player Ilie Năstase established its brand. Both Nike and Adidas have established aspirational branding by collaborating with elite athletes, influencing consumer purchases. A notable example is Nike's 1984 contract with Michael Jordan. Jordan's lucrative deal with Nike led to the creation of the Air Jordan brand, which generated over $100 million in its first year [5]. This case illustrates how commercial sponsorship can go beyond advertising to build product lines linked with athletes, thus enhancing brand value [7]. Adidas has mirrored this strategy, particularly in soccer. The 21st-century plan relies on their collaboration with Lionel Messi. After signing Messi at the age of 19, Adidas launched a global marketing campaign that resulted in a surge in global jersey and merchandise sales following Messi’s 2022 World Cup victory [1]. These sponsorships leverage strategically athlete performance and cultural trends. Nike and Adidas have capitalized on consumers’ perceptions of athletes as role models, and an in-depth understanding of consumer behavior enhances these strategies, resulting in customers’ trust and purchasing power [8]. Finally, commercial sponsorship, especially with high-profile athletes, is a potent sports marketing tactic. Nike and Adidas effectively utilize athlete endorsements to enhance sales, influence consumer behavior, and cement their worldwide sports sector leadership [10].

3. The Reshaping of Athletes' Commercial Value by Social Media

Social media has revolutionized the way athletes build their brands and interact with fans, offering unprecedented opportunities to enhance their commercial value. Through platforms like Instagram, Twitter, and TikTok, athletes can directly engage with their global audience, manage their image, and collaborate with brands in ways that were previously unattainable. This section explores how social media has transformed athletes into powerful brand influencers and examines how their interactions with fans further amplify their commercial appeal [3].

3.1. The Rise of Social Media and Brand Image Construction

Social media is essential for athletes to build and promote their brands. Unlike traditional media such as television and newspapers, social media provides athletes with a direct platform to control their image, express their personality, and endorse products. This change has allowed athletes to promote themselves more authentically and engagingly, increasing their visibility and influence [3]. Cristiano Ronaldo exemplifies mastery in social media brand image construction. As the most-followed athlete on Instagram, boasting over 500 million followers in 2023, Ronaldo promotes various brands while sharing insights into his professional life. Through personal updates, training regimens, and sponsored content, he has developed a global brand beyond soccer. According to Forbes, Ronaldo has made over $50 million from Instagram sponsorships, surpassing his soccer wage. His strategic presence on social media promotes collaborations with brands such as Nike, Clear, and Herbalife, benefiting both his personal brand and those of his sponsors. Social media has given players like Ronaldo unprecedented control over their public image. They can market items they use, tell stories that resonate with their fans, and post about their principles. Social media is powerful for personal brand building because direct communication feels more authentic than traditional advertising. Athletes now use social media to construct their worldwide image, often prioritizing it over on-field performance [8].

3.2. The Interaction Patterns Between Athletes and Fans

Social media contact between athletes and fans has transformed fandom and increased athletes' financial value. Athletes can interact with their fans in real-time on social media, fostering a sense of global connection. This frequent connection builds a loyal fan base and enhances emotional ties between fans and athletes, which brands highly value [4]. For instance, LeBron James engages with fans on Twitter and Instagram by discussing social, political, and cultural concerns in addition to football. This interaction humanizes him and gives him a multifaceted presence that appeals to a broad audience. His viral posts benefit brands such as Nike, Beats by Dre, and Coca-Cola. LeBron's ability to spark conversations and connect with his audience positions him as one of the most marketable athletes worldwide [6]. Neymar uses social media to promote his Puma and Red Bull businesses, taking a lifestyle approach, sharing personal anecdotes, fashion choices, and behind-the-scenes footage with his young, fashion-conscious fans. This strategy resonates with his young, fashion-conscious fans more effectively than traditional advertising. By associating his brand with recommended products, Neymar increased fan engagement and consumption behavior [7]. This relationship between players and fans goes beyond passive consumption. Many athletes strengthen their connection with their fans by brainstorming, responding to fan comments, and addressing criticism on social media. As athletes become more hands-on and approachable, their fans and sponsors take them more seriously. This direct engagement helps athletes assess fan reactions, adjust their marketing messages, and stay connected to their fans, thereby increasing their economic value [4]. In short, social media has changed how athletes establish and manage their brands and interact with fans. Instagram and Twitter allow athletes to build a global brand, engage with their audience, and increase their commercial value through savvy endorsements. As social media continues to evolve, athletes are likely to gain more control over their public personalities and businesses [3].

4. Professionalization and Commercial Transformation: A Case Study of the Football Sector

The professionalization of soccer clubs and the global expansion of their brands have significantly increased the commercial value of athletes, marking the industry’s transformation from a traditional sports organization to a diversified commercial entity. This transformation has not only made soccer a highly profitable industry, but has also given athletes a new role as brand ambassadors and market influencers [2].

4.1. The Professionalization Process of Football Club Management

The professionalization of soccer club management has fundamentally increased the commercial value of athletes and driven the transformation of soccer teams to a global corporate model. Modern soccer clubs are equipped with professional management teams including executives, marketing specialists and strategic advisors to optimize revenue and maximize brand exposure. In the case of Manchester United, Real Madrid, and Barcelona, these clubs have led the change in the industry by focusing on competitive performance through an entrepreneurial organizational structure that puts commercial success at the heart of their strategy [2]. This professionalization process has been facilitated by the targeted introduction of marketing, financial management and brand development professionals, enabling clubs to effectively adapt to rapidly changing market conditions. Today, club managers are in control of the complexities of global market dynamics, sponsor relationships and diversified revenue streams. For example, Manchester United has established an industry-leading marketing framework with its sponsorship deals, apparel sales and global media rights strategy [2]. The club has successfully attracted a diverse range of sponsors, from sports equipment to financial services, through effective brand utilization, thereby further strengthening its market position [2].

4.2. The Global Expansion of Club Brands

The global expansion of soccer clubs has not only significantly increased the commercial value of athletes, but also contributed to the transformation of teams into globally recognized brands. Leading clubs such as Manchester United, Real Madrid, and Barcelona have continued to expand their market reach and cultivate a loyal fan base through youth academies, official stores, and global fan events. These clubs' strategic partnerships with the technology, finance and entertainment industries have further enhanced their brand value and market penetration, creating new revenue streams and appealing to a wider audience. Social media has played a key role in this process, connecting clubs with fans around the world on multilingual platforms, significantly increasing the visibility and marketability of clubs and their players. This global strategy has not only elevated athletes to sporting icons, but has also made them key assets in the commercial arena, creating sustained financial benefits for clubs and their investors [9].

5. Conclusion

The study examines the impact of soccer clubs’ global expansion on athletes’ commercial value and found that leading clubs such as Manchester United, Real Madrid, and Barcelona have successfully transformed their teams into global brands through youth academies, official stores, and global fan campaigns, thereby significantly increasing athletes’ commercial value. They have strategically partnered with major players in the tech, finance and entertainment industries, expanding the reach of their brands, creating new revenue streams and appealing to a wider audience. In addition, social media has further enhanced global reach by connecting clubs with international fans through multilingual platforms, increasing the visibility and marketability of clubs and their players. This globalization strategy has not only elevated athletes to the status of sports icons, but has also made them important assets in the business world. Although this study provides an in-depth analysis of the globalization of soccer clubs and its impact on the commercial value of athletes, there are still some limitations. The study focuses on a few top clubs and may not be fully representative of the soccer industry as a whole. Meanwhile, the limitation of data access may affect the generalizability of the study’s findings. Therefore, future research should focus on these external factors and add a comparative analysis of soccer club branding strategies in different market and cultural contexts to provide more comprehensive insights.