Lamine Yamal arrives at the World Cup as a global superstar

A striking giant image of Spanish soccer star Lamine Yamal tied to Powerade, one of his sponsors, cuts a spectacular figure on the imposing Signia Hilton building in Atlanta. Two days before Spain’s debut in Group H at Mercedes-Benz Stadium, the capital of Georgia is welcoming La Roja and, of course, Lamine, the European champion’s most media-friendly player and already a global icon. He is hoping to be fit enough to play a few minutes against Cape Verde next Monday in Spain’s eagerly awaited World Cup opener. Lamine, phenom.

Lamine Yamal: global icon

“It’s incredible. To be up there at that age,” Kevin Martin, an Atlanta resident, told AS as he stopped to photograph the giant display. “The only people I can think of with that kind of sponsorship profile are Messi and Cristiano. And he’s only 18. People know who he is here. He was recognized in a Walmart the other day while shopping. This could be a boost for soccer in the U.S. If Lamine performs well, he’s going to attract more and more attention.”

The billboard was first teased by Lamine himself on social media earlier this week. The finished product is even more impressive, dominating one of downtown Atlanta’s most recognizable buildings.

Although Lamine’s experience in the United States is limited, he made an immediate impression on the American market. His first trip came in 2023, shortly after turning 16, when he joined Barcelona’s preseason tour and made appearances against Arsenal in Los Angeles and AC Milan in Las Vegas.

Since then, a growing list of American brands has lined up to work with him.

Powerade, owned by Atlanta-based Coca-Cola, is responsible for the massive billboard overlooking the city. Just days ago, Lamine launched his first advertising campaign with American Eagle, titled “Ready for the World.” He became the first athlete to sign a multi-year partnership with the clothing company, a deal that runs through 2030.

The Barcelona No. 10 also has partnerships with Visa and Beats by Dre, along with collaborations with McDonald’s. The latest campaign pairs him with Ronaldinho in one of the most talked-about soccer commercials of the year. Even Adidas, despite being a German company, has given him a prominent place in a giant “You Got This” display near Mercedes-Benz Stadium, where Spain will make its World Cup debut, against Cape Verde on Monday.

FIFA views Lamine as one of the defining faces of this World Cup, perhaps the defining face. Although Ousmane Dembélé is the reigning Ballon d’Or winner, his global profile does not approach that of the Barcelona star, who already occupies the same commercial space as Lionel Messi, Kylian Mbappé, Cristiano Ronaldo and Neymar. The Brazilian, one of Lamine’s childhood idols, remains one of the tournament’s biggest attractions even as he enters the final stage of his career.

“A ball, a park and a dream”

Lamine’s relationship with the United States also extends beyond soccer.

The Spain international is a UNICEF Goodwill Ambassador, an organization headquartered in New York. Speaking after his appointment on the International Day of Play, he reflected on his own childhood.

Read the backstory of the iconic 2007 photograph where Messi is seen holding a five-month-old baby named Lamine Yamal.

“As a child, all I had was a family, a ball, a park and a dream,” Lamine said. “Playing soccer gave me structure, a sense of belonging and hope for the future. I know how important it is for children to have a safe place to play, where they can simply enjoy being children, discover the world, imagine and grow.”

He continued: “Millions of children around the world grow up without safe places to play. When they are denied the opportunity to play, they lose the chance to develop skills, make friends and imagine a better future.”

UNICEF estimates that as many as 90 million children do not have toys at home.

For Lamine, who grew up in the working-class Rocafonda neighborhood of Mataró, up the coast from Barcelona, and honors it with his now-famous “304” celebration, a reference to its 08304 ZIP code, those issues remain close to home. As his profile continues to grow, he is determined to use his platform to help those less fortunate.

The giant billboard in Atlanta is proof of just how large that platform has become.

“Messi is my favorite,” said Jason Dubois, an employee at the Signia by Hilton. “It’s hard to say whether Lamine will be the next Messi, but he looks incredible and he’s the most exciting young player in the world right now. Not that many people watch soccer in the U.S. ... Lamine could be a turning point.”

As Atlanta prepares for Spain’s arrival, the message staring down from above the city is impossible to miss: one of the biggest stars of the World Cup has already landed.

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