According to AS, Real Madrid owns about 50% of Vinicius Junior's image rights, and the Brazilian striker, thanks to his enormous commercial value, can practically "pay his own salary."
Vinicius Junior joined Real Madrid from Flamengo in the summer of 2017 for €45 million, one of the most successful signings in recent years. Nine years later, the Brazilian, who had a rough start and was even relegated to Castilla at one point, has made 375 appearances for Real Madrid, scoring 128 goals and providing 85 assists. Beyond his on-field contributions to the team's championship wins (including the last two Champions League titles), Vinicius is also a significant figure in the commercial and marketing world. He is the star player of the Brazilian national team, a representative figure of Real Madrid, and a "gold digger" in image rights. Since his contract extension in 2022, Real Madrid owns approximately 50% of his image rights.
At the recently concluded World Cup, Vinicius Junior was one of the players with the most sponsors, boasting 16 partners, second only to Neymar's 20. Most of his partners are large corporations or multinational companies. Since joining the national team, his promotional content has garnered over 100 million views. At only 25 years old, since officially turning 18 in 2018, Vinicius has signed contracts with brands such as Clear (cosmetics), Omo (cleaning products), Gatorade (sports drinks), Rexona (personal care), PlayStation (games), Pepsi (beverages), Betnacional (gambling), Vivo (communications), Prada (eyewear), Dubai Tourism (tourism), Boss (fragrance), UNESCO (UNESCO), Nike, Havaianas, Visa, and Marriott Bonvoy.
Frederic Peña, CEO of Roc Nation Sports Brazil, which oversees Vinicius's career, said: "Despite his young age, Vinicius has already established himself in the world's biggest clubs and most important national teams. He is a two-time Champions League winner and a key figure, and a role model of resilience and sporting success for most Brazilians. In addition, he never shies away from important social issues, whether through his stance or his contributions to the community. This means that the number of brands interested in his image is still growing."
Pena revealed that Vinicius has now reached a level "comparable to a company," with a highly sophisticated approach to managing his professional interests. "There's a structure that coordinates everything, including a CEO, a CFO, and administrative, legal, business, marketing, and communications departments. In addition to dozens of initiatives involving numerous sponsors, there's also social activity centered around his foundation, which has become a global benchmark in innovation in children's and youth education and anti-racism practices."
Some experts believe that, in addition to his performance on the field, Vinicius's attitude and actions in the fight against racism—which have always been precise and powerful—have also made him more valuable as a spokesperson in the eyes of businesses.
