When the 2022 World Cup was held in Qatar, Cristiano Ronaldo and Lionel Messi jointly led in personal brand registrations. However, four years later, Mbappe has overtaken them with 15 brands. One of these is his signature arm-crossed celebration, with his hands tucked under his armpits.

The French forward registered all these brands with the European Union Intellectual Property Office (EUIPO).

Mbappe (right) celebrates a goal during the Benfica - Real Champions League match on 28/1/2026. Photo: AFP

Lamine Yamal holds second place with 7 brands. One notable registration is his goal celebration, which incorporates the number 304. This number signifies the last three digits of the postal code for Rocafonda, a humble neighborhood in Barcelona where he was born.

After scoring a goal, Yamal typically forms the number three by extending three fingers on his left hand, creates a zero by touching his thumb to his index finger, and completes the 304 by extending four fingers on his right hand.

Lionel Messi also boasts 7 registered brands, encompassing distinctive elements such as his signature, name, and logo. Cristiano Ronaldo ranks fourth with 6 brands, including "CR9", the jersey number he wore in his inaugural season with Real Madrid.

Beyond players, several coaches have also registered brands, including Unai Emery, Alvaro Arbeloa, Rafa Benitez, Fabio Capello, Jose Mourinho, Jurgen Klopp, and Vincent Kompany. Mourinho's most recognized brand is "The Special One"—a moniker he earned in 2004.

With the exception of Cole Palmer and Karim Benzema, 8 of the top 10 players with the most personal brands are set to compete in the 2026 World Cup. Their performance in this premier international tournament will greatly influence the appeal of their brands.

The 10 players with the most personal brands globally:

1. Kylian Mbappe (France) - 15 brands

2. Lamine Yamal (Spain), Lionel Messi (Argentina) - 7

4. Cristiano Ronaldo (Portugal) - 6

5. Vinicius (Brazil) - 5

6. Cole Palmer (England), Jude Bellingham (England), Jamal Musiala (Germany) - 4

9. Neymar (Brazil), Karim Benzema (France) - two

Thanh Quy (according to Marca)