Few athletes can dominate Times Square, one of the world's most expensive and prestigious advertising locations. It is even rarer when the central figure is just 18 years old.

Lamine Yamal appears on three giant advertising screens in Times Square, New York, United States. Photo: Marca

Since the start of the World Cup 2026, Yamal's image has prominently appeared in central Manhattan. While Adidas chose the Spanish player to represent a global promotional campaign, fashion brand American Eagle also uses him to expand its image in the United States. Two major brands, two different campaigns, but both placing their trust in one young star.

Yamal's presence in Times Square holds special significance. It is considered a "golden land" in the advertising industry, where brands fiercely compete to capture the attention of millions annually. According to experts, the cost of renting premium digital billboards here can range from 50,000 to 150,000 USD daily, even higher for iconic locations.

Yamal's simultaneous appearance on multiple large screens indicates his increasing commercial value. In sports sponsorships, the Barca star is considered one of the faces with the strongest growth potential today. Many industry analyses estimate his earnings from endorsement deals at approximately 7.5 million USD annually – a significant figure for a player who just turned 18.

Adidas is currently Yamal's largest partner, making him one of the prominent faces in their global football development strategy. Previously, the Spanish player decided not to renew his contract with Nike. "I saw a great opportunity at Adidas. I felt they truly believed in me and had a place for me in their strategy," Yamal once shared.

Beyond Adidas, Yamal's list of commercial partners continues to expand with names such as American Eagle, Beats by Dre, Powerade, OPPO, and Konami. These brands all aim to associate their image with a young player who possesses impressive form, international influence, and a strong connection with the new generation of consumers.

Lamine Yamal signs autographs for fans before Spain's national team practice in Chattanooga, Tennessee, on 6/6. Photo: AP

According to marketing experts, Yamal's appeal lies in his ability to reach Gen Z, a demographic of particular interest to global brands. The player, born in 2007, possesses a relatable personal story, a natural communication style on social media, and represents the new generation of football stars.

In sports marketing, businesses typically do not invest in an athlete's past achievements but rather bet on their future development potential. Yamal is seen as a clear embodiment of this trend.

American Eagle calls him "the new face of world football." With his young age and ascending career, Yamal is still seen as having significant room to increase his influence both on and off the field.

What makes Yamal's case even more special is the comparison to many other international stars. At the same time, football stars like Lionel Messi, Jude Bellingham, Christian Pulisic, singer Jennifer Lopez, and actor Chris Hemsworth with his wife Elsa Pataky also appear on billboards in Times Square.

However, most appear only in a single advertising spot. In contrast, Yamal simultaneously appears on three giant digital screens, making him one of the most prominent faces in the area.

Appearing in Times Square is already a dream for many celebrities. But for multiple multinational corporations to simultaneously choose one individual to represent large-scale campaigns is truly rare. And currently, Yamal is achieving this.

Hong Duy (according to Marca)