value is not only reflected in a player's technical
skills, match experience, physical fitness, and mental
strength but also closely tied to their personal image,
market recognition, and interactions with sponsors
and fans. For example, football legends Cristiano
Ronaldo and Lionel Messi, whose brand value far
exceeds their on-field performance, extends into areas
such as advertising, social media, and business
collaborations. According to data released by Forbes,
a significant portion of Ronaldo's annual income in
2021 came from sponsorships and commercial
activities, which fully demonstrates the commercial
potential of top players.
Analytical models such as the "Brand Equity
Valuation" (BAV) can be used to measure and
analyze an athlete's brand value. This model takes
into account multiple dimensions including brand
awareness, brand differentiation, brand relevance,
and brand loyalty. Taking football players as an
example, their outstanding performances in
international tournaments can enhance personal
brand recognition and differentiation, thereby
increasing their commercial value. For instance,
Kylian Mbappe of France, with this remarkable
performance at the 2018 World Cup, not only won the
"Golden Boy Award" but also significantly boosted
this brand value and commercial potential, attracting
numerous brands seeking collaboration.
In addition, an athlete's commercial potential is
closely tied to their influence on social media.
Platforms like Instagram, Twitter, and Facebook
provide athletes with a space to interact with fans and
shape their personal image. By sharing training,
matches, and daily life on these platforms, athletes
can increase fan engagement and loyalty, thereby
enhancing their commercial value. For example, Paul
Pogba's active presence on social media not only
strengthened this connection with fans but also
brought people more business collaboration
opportunities.
In summary, the brand value and commercial
potential of football players are the result of multiple
factors working together. From technical skills to
match experience, from physical fitness to mental
strength, and then to age and injury history, these
factors collectively form an athlete's personal brand
and influence their value in the transfer market. The
interaction between international influence and
market value further enhances the commercial
potential of athletes. Therefore, evaluating and
enhancing the brand value and commercial potential
of athletes is crucial for clubs, sponsors, and the
athletes themselves.
4.2 Demand and Supply in Transfer
Market
In the football player transfer market, the dynamic
relationship between demand and supply is one of the
key factors determining a player's value. According
to FIFA reports, the global football transfer market
has been growing steadily in recent years, with total
transfer fees reaching $7 billion in 2019. This growth
reflects the rising market value of top players and also
highlights the intense competition among clubs for
scarce talent. For example, Paris Saint-Germain
signed Neymar in 2017 for a record-breaking fee of
222 million, which not only demonstrated Neymar's
comprehensive technical skills, match experience,
and market value but also reflected the high demand
for top-tier players in the transfer market.
On the supply side, factors such as a player's age,
injury history, and international influence all impact
their market value. Young players are generally seen
as more promising, making them more popular in the
transfer market. For example, 18-year-old French
forward Kylian Mbappe transferred to Paris Saint-
Germain for €180 million in 2017. The youth and
talent made the club willing to pay a high transfer fee.
In contrast, an injury history can reduce a player's
market value, as long-term injuries can decrease
playing time, affect performance and adaptability,
thereby impacting the club's willingness to purchase.
The relationship between demand and supply in
the transfer market can be analyzed using the supply
and demand model from economics. When there is an
increase in demand for a specific skill or position, if
the supply remains unchanged or increases slowly,
the market value of these players will rise.
Conversely, if there is an oversupply of a certain type
of player, even if they possess high technical skills,
their market value may decline. Therefore, the market
value of a player is the result of their individual
abilities, market conditions, and club strategic
decisions working together.
5 CONCLUSION
The value of a football player is a complex construct
influenced by a myriad of interrelated factors.
Technical ability stands out as a fundamental pillar,
with proficiency in ball control, passing accuracy,
shooting techniques, and dribbling skills being
essential. Ball sense, an intuitive ability to judge the
ball's trajectory, further enhances a player's technical
prowess. Position-specific skills and adaptability are