On the one hand, LeBron James, Michael Jordan, Tiger Woods. On the other upper deck, Fanatics Collectibles, or thousands of bounty hunters, stand guard for hours to get autographs from athletes and celebrities, then resell them in a thousand different ways. This is a pure business that has been around for many years and is now knocking on the doors of protagonists such as Ramin Yamal.
Although this commercial phenomenon came from the United States as a monopoly, it has been practiced in Europe for many years. The mechanism is very simple. The athlete in question was forced to sign thousands of cards, photos and shirts in exchange for large sums of money, and was “locked up” in a hotel room. Signatures that were then sold in various ways
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In Europe, it was common to see the same autograph hunters traveling to hotels around the country preparing albums for players to sign five or six cards or photos, and then reselling them at high prices. Sergio Ramos was one of the first to speak out after refusing to sign the shirt, which he later admitted had been auctioned off. Thibaut Courtois has already condemned the issue. “There are people who know that I often stop and they pick up shirts and gloves and take pictures while I sign them and put them up for sale,” he said in an interview.
Some clubs have decided to organize such a situation
Some clubs have decided to organize this kind of situation in order to prevent the signing of players from becoming a parallel business. A so-called “meet and greet” system was devised. These events are often sponsored by commercial companies to organize autograph sessions that bring fans closer to the protagonist without giving anything in return.
In the United States, contracts between players and companies that “private” autographs are common. LeBron James changed companies to get a better contract. After a 20-year contract with Upper Deck, an expert in this field, he moved to Fanatics Collectibles. The contract value for signing exclusive and trading cards is estimated at $5 million annually.
Barcelona forward Lamine Yamal has entered into, or is at least negotiating, a private contract to sell his autograph on shirts, caps, balls, cards and other merchandise. The young footballer is about to sign a commercial contract with a company that specializes in producing signature items for athletes. Ramin only stops to take photos and does not sign autographs.
This move may seem silly, but from a commercial standpoint it’s well-received by experts, and it’s commonplace in a market that is constantly innovating new sources of income, such as NBA players, who have been selling autographs on various merchandise for several years.
“While it may seem pedantic and unnecessary, athletes at this level not only need to utilize their time and image in a variety of ways, but also to ensure that they are associated with licensed products from sponsors, clubs, or the national federations they represent. This great value, which restricts who owns an autograph, can also make it a valuable item for charities and organizations. This may be disconcerting to children who cannot afford autographed items, but they also need to be able to use their time and image to be associated with licensed products from sponsors, clubs, or the national federations they represent. We are now able to produce so quickly and easily that we have closed this gap,” said Thiago Freitas, Chief Operating Officer of Roc Nation Sports.
“In the U.S. market, athlete memorabilia has been part of the industry for decades. It may seem strange for European or Brazilian markets, but charging for autographs is just another way to monetize idols,” says Iván Martinho, professor of sports marketing at ESPM.
“Yamal’s decision follows a common business model in the United States: the professionalization of athletes’ personal brands. On the positive side, it creates a market for authentic and verified collectibles, giving fans around the world access to verified items and providing athletes with a new and obvious source of income,” said Thales Rangel Mafia, marketing manager at MultiMarcus Consortios.
he proposes a counterargument
However, he proposes a counter-argument. “Undoubtedly, this is a new way of generating income and professionalizing something that has always had symbolic value. However, by turning the autograph gesture, the moment of connection between fan and idol, into a commodity, there is a risk of cooling that relationship. What was once an experience or emotion becomes a transaction. And this can be costly in terms of image and attractiveness for future sponsors,” observes club director Wagner Leitzke. end to end.
“I understand the use of innovation and new business models. We live in an attention economy and the idolatry of global stars must of course be monetized. Add to that the fact that many autograph hunters do it to resell their autographs. The legitimacy of an athlete’s decision to turn a sign into a product makes more sense. I’m simply concerned that this doesn’t create an opportunity for Yamal (or any athlete) to use their image and privilege to serve kids and fans who can’t afford their dreams.” About such communication. After all, without room for human connection and reciprocal affection, our industry risks becoming too cold,” warns Alexandre Vasconcellos, regional manager at Flashscore.
