Why Kylian Mbappé May Stay at PSG the Rest of His Career
Mbappé is very particular about his image rights, which could benefit Paris Saint-Germain well beyond his current contract.
Nearly a year ago, most Paris Saint-Germain supporters were coming to grips with the fact that Kylian Mbappé would leave the French capital and pursue his dream of suiting up for Real Madrid.
As we all know, that didn’t happen, and Mbappé shocked the world by signing a new contract with PSG for two years with an option for a third.
Publicly, Mbappé said all the right things. He never hinted at the real reason he stayed, and there’s likely more than one reason for his decision. However, a significant contributor undoubtedly had to deal with Mbappé’s image rights.
"I am convinced that here I can continue to grow at a club that provides everything necessary to perform at the highest level. I am also delighted to continue to play in France, the country where I was born, where I have grown up and where I have made my name. — Kylian Mbappé
The image-rights issue is especially important to Mbappé and essentially boils down to two separate issues. The first is what percentage of his image rights does Mbappé own compared to the club, and the second is what brands are allowed to be associated with his image.
Mbappé’s fight over his image came to a boiling point last September while on international duty with France. Mbappé refused to participate in sponsor activities because he reportedly wanted a say in which brands could be associated with French players.
Regarding the kinds of sponsors Mbappé wants to avoid, they include fast food restaurants and gambling companies. KFC and Betclic, along with Coca-Cola, were all sponsors of the France national team at the time and that led to Mbappé’s boycott of sponsor activities. The French Football Federation, under fire from its best and most recognizable player, had no other choice than to revise its policy on player image rights.
Now, back to the transfer saga last season. Real Madrid desperately wanted to sign Mbappé, and all signs pointed to him leaving the French capital. So, what changed? Well, considering what we know about Mbappé’s stance on his image rights, something tells me that giving up 50% of his image rights to Real Madrid probably killed the deal.
As reported by El País, Real Madrid offered Mbappé €180 million signing-on bonus, a salary of €40 million, and 50% of the profits from his image rights. The report goes on to clarify that if Mbappé took this deal, he would lose money. Let’s also not forget that Real Madrid has Coca-Cola, SportyBet, and other sponsors that would be problematic for Mbappé.
There have been conflicting reports regarding Mbappé’s image rights at PSG. Some state that he doesn’t own 100% while others report that PSG offered Mbappé 100% of his image rights and the captain’s armband. We don’t know the exact percentage, but you have to imagine it’s substantially more than the 50% he was offered at Real Madrid.
The issue of image rights recently popped up again at PSG. Mbappé was critical of a video PSG used to promote season tickets and renewals for the next season. The video almost entirely featured Mbappé and the Frenchman took to social media to declare his displeasure.
I just learned that I am part of the club's season ticket renewal campaign ahead of the 2023-24 season. At no point was I informed of the content of this interview with my interlocutor. It seems like it was a basic interview from a club marketing day. I am not in agreement with the published video. This is why I fight for individual image rights. PSG is a big club and a big family, but it is absolutely not Kylian Saint-Germain. Cordially. — Kylian Mbappé
The video was immediately removed and all seems to be forgiven in Paris. But, that shows not only the influence Mbappé has at PSG but also how protective he is about how his name and image are used. So, do I think he passed on Real Madrid because he had to give up 50% of his image rights? Yes, I do.
What does this mean long-term for Mbappé? Well, I don’t see his skills diminishing any time soon, so that means his value will only increase. There are only a select few clubs that can afford the kind of transfer wage Mbappé would demand now, and that number dwindles as he develops. The fact that a club can’t recoup some of the transfer fee via image rights may hinder any deal moving forward.
For that reason, I think Mbappé will stay at PSG the rest of his career. He’s from the suburbs of Paris, he’s an icon in the country, and much like Messi with FC Barcelona, Mbappé is becoming synonymous with Paris Saint-Germain.
As long as PSG continues to increase his salary, grants him significant control over his image rights, and builds a squad around him that compliments his skills, I see no reason for Mbappé to leave. I think Mbappé realizes he can win everything he wants to at PSG and set the standard for player image rights that will live on well after he hangs up his boots and be part of his legacy.