With a month remaining until the end of the 2025 summer transfer window, Real Madrid is not only focused on what happens on the pitch, but also off it. With the arrival of Kylian Mbappe and a dramatic reshuffle of shirt numbers at the club, Los Blancos have set in motion a commercial strategy that closely mirrors Barcelona’s successful blueprint with Lamine Yamal — a move that could reshape their global merchandising fortunes.
But unlike Barcelona, which handed Lionel Messi’s iconic No. 10 shirt to its teenage prodigy, Yamal, in a moment that fused symbolism with business, Madrid’s twist in the tale revolves around an already established global superstar: Kylian Mbappe.
The Yamal effect: Masterclass in marketing
In July 2025, just three days after turning 18, Lamine Yamal was handed the legendary No. 10 jersey at Barcelona — a number once worn by Lionel Messi, Ronaldinho, and Diego Maradona. For many, it was a gamble. But within hours, it became clear that the Catalans had struck marketing gold.
“I don’t compare myself to Messi because I don’t compare myself to anyone — and much less with him,” the Spanish teenager said during the shirt unveiling. “Messi made his path, and I will make mine.”
That modesty didn’t stop fans from embracing the new symbol. According to Sport, the Blaugrana sold over 70,000 Yamal No. 10 shirts in 24 hours, generating nearly $11.6 million in revenue across more than 170 countries. Fans queued at Camp Nou stores, while online traffic surged — marking Barca’s biggest merchandising day since the height of the Messi era.
Internally, the move was hailed as a “masterstroke”, with club executives and Barcelona Licensing & Merchandising (BLM) preparing for the surge well in advance. Nike ensured stock was widely distributed, and a streamlined e-commerce system powered by new deals with Spotify and Nike helped meet the demand. In a single weekend, the club turned nostalgia and youth into a symbol of financial rebirth.
Real Madrid’s response: Mbappe and the power of No. 10
Now, Real Madrid is reportedly set to emulate that strategy, albeit with a different approach. Rather than betting on youth, they are investing in the immense marketability of Mbappe, handing him the No. 10 jersey once worn by James Rodriguez, Mesut Ozil, and most recently Luka Modric.
The Spanish newspaper Marca suggests that the club is launching a full-scale commercial campaign tied to the French star’s new number. The standard replica shirt will cost €125 ($142), while the authentic player version will retail at €175 ($200). This pricing strategy reflects the shirt’s premium status — and Madrid expects heavy footfall at the Bernabeu store and high traffic on its online platforms.
From a financial standpoint, this move is being viewed as a “win-win”. Last season, the Whites sold hundreds of thousands of shirts with “Mbappe 9” on the back. Now, with the number 10 taking over, the club anticipates a new wave of revenue, not only from longtime Madrid fans but also from international supporters eager to connect with their hero.
