The Ballon d’Or, awarded annually to the world’s best footballer, has evolved significantly over the past two decades, moving beyond purely on-field achievements to encompass broader factors including public relations efforts and club lobbying. First established decades ago, the award has gained heightened prominence in the 2010s and 2020s, driven by an increasingly competitive field and the influence of social media and commercial interests.

Traditionally, the Ballon d’Or was decided by votes from one football journalist representing each of the top 100 FIFA-ranked nations, who each submitted their top 10 players of the year. This system remains in place for the 70th edition of the ceremony, scheduled to take place in London on Tuesday night (Bangladesh time). This year’s leading contenders include Harry Kane, Lamine Yamal, and Kylian Mbappe, alongside other notable candidates such as Lionel Messi, Michael Olise, Jude Bellingham, and Khvicha Kvaratskhelia.

Kane’s season saw him win both the Bundesliga and German Cup titles with Bayern Munich, and play a pivotal role in England’s third-place finish at the World Cup. Statistically, he recorded 73 goals and eight assists, underscoring his individual prowess. Mbappe, meanwhile, continued to solidify his status as France’s all-time leading World Cup scorer and secured the Pichichi Trophy as LaLiga’s top-scorer, yet he did not capture the World Cup with France nor a major trophy with Real Madrid this year. Yamal, at just 19, earned LaLiga honors with Barcelona and was part of Spain’s World Cup-winning squad, though he contributed modestly with one goal and one assist during the tournament. If successful, Yamal could become the youngest player to ever win the Ballon d’Or.

Beyond the players’ performances and statistics, there is a noticeable increase in the effort invested in media presence and promotional campaigns. Candidates have engaged prominently in interviews and public discourse to advocate for their candidacies, reflecting the award’s growing implications. Winning the Ballon d’Or now often translates into significant commercial benefits, ranging from enhanced brand endorsements and sponsorships to increased club valuations.

Clubs have also taken a strategic interest in the award’s outcome. When Real Madrid’s Rodri won the 2024 Ballon d’Or over teammates Vinicius Junior and Jude Bellingham, the club notably boycotted the ceremony, highlighting the internal competition for recognition. Meanwhile, Manchester City actively promoted Rodri’s candidacy amid stiff competition, emphasizing the strategic use of public relations in the modern Ballon d’Or race.

This shift marks a departure from earlier eras exemplified by Lionel Messi and Cristiano Ronaldo, who collectively dominated the award with 13 titles between them. With the current field more open than ever, players and clubs alike are leveraging every possible advantage to secure what has become one of football’s most prestigious—and commercially significant—honors.