Vinicius: a football-playing and money-making machine

Vinicius Junior has maintained consistent excellence on the field and has been one of Real Madrid’s most important players in recent seasons, including the current one, with goals and assists in decisive Champions League and LaLiga games. Off the field, however, the forward is increasingly becoming one of the most sought-after advertising figures among athletes worldwide. He is the image of Real Madrid and the Brazilian national team, something once again evident in the friendly against France, where he shared the spotlight with the other major Madrid reference, Kylian Mbappé.

On Wednesday, March 25, Vinicius became a global ambassador for Havaianas with the launch of exclusive collections. The first draws on video game culture with designs inspired by gamer aesthetics, while the second reflects his personal journey and roots in São Gonçalo, Rio de Janeiro.

At just 25, and with Real Madrid since 2018, Vini Jr. currently has 14 endorsement deals with different brands. These include Clear, Omo, Gatorade, Rexona, PlayStation, Pepsi, Betnacional, Vivo, Dubai Tourism, Boss, Prada and UNESCO, alongside Havaianas and Nike as his equipment supplier.

“Despite his age, Vini is already established at the biggest club in the world and with the most important national team,” said Frederico Pena, CEO of Roc Nation Sports Brazil. “He has been a champion and a leading figure in two Champions League titles, and he is a symbol of resilience and success in sports for most Brazilians.” He added that Vinicius does not shy away from major social issues, and that the number of brands interested in his image continues to grow.

Pena also revealed that Vinicius has reached a status comparable to that of a company, given the structure behind his career. “There is a full organization with executive leadership and multiple departments managing everything, from sponsorships to social initiatives linked to his Institute,” he explained. The Institute has become a global reference for innovation in education for children and young people, as well as in teacher training focused on anti-racist practices.

Beyond sponsorships, his impact is also reflected in earnings. A recent annual ranking by Sportico showed that only two Brazilian forwards were among the 100 highest-paid players. Neymar ranked 30th with $60 million, while Vinicius followed in 31st place with $58 million across all income streams. The list featured just 13 soccer players overall, led by Cristiano Ronaldo with $260 million.

Lucas Mineiro, vice president of Roc Nation Sports in Brazil, emphasized the broader dimension of his influence. “Vini has become a role model beyond soccer, especially because of his work through the Institute and his fight against racism,” he said, noting that brands increasingly value those qualities.

In October 2024, a study by the British consultancy SportsPro highlighted his commercial potential. The report ranked Vinicius as the soccer player with the highest marketing appeal in the world at that moment, behind only Simone Biles and ahead of Cristiano Ronaldo, Mbappé and Lionel Messi.

For experts, his appeal goes beyond performance. His firm and consistent stance in the fight against racism has strengthened his position as a powerful and credible voice, making him even more attractive to companies.

“After the Neymar era, marked by major achievements both on and off the field in business terms, Vini has taken over that space on every front,” said Ivan Martinho, a sports marketing professor at ESPM. “He represents the Brazilian national team, plays for a top European club and has become one of the most influential voices in sport today.”

Bruno Brum, marketing director at End to End, believes his trajectory reflects a broader shift. “Vini stands out not only as a player, but as an icon of sports marketing, showing how an athlete can become a brand and build a strong, relevant commercial career.”

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