Ballon d’Or 2026 race sparks debate over campaigns

The race for the 2026 men’s Ballon d’Or has sparked intense debate across the football world, with leading players, managers and clubs making their cases for the prestigious individual award. As the ceremony approaches, discussions have increasingly focused on individual performances, international success and the growing influence of promotional campaigns.

The excitement began shortly after Ousmane Dembele received the award last September at Paris’ historic Theatre du Chatelet. With the 2026 FIFA World Cup adding another dimension to the competition, players have faced growing expectations to deliver outstanding performances for both their clubs and national teams.

The tournament has also intensified discussions about whether international success could prove decisive in determining this year’s winner. For many contenders, helping their country achieve World Cup glory could significantly strengthen their chances of claiming football’s most celebrated individual honour.

Football analysts have observed that the Ballon d’Or conversation increasingly revolves around individual achievements rather than collective success. While goals, assists and spectacular dribbles attract attention, evaluating a player’s contribution to the overall performance of a team remains a more complicated task.

Public relations campaigns have also become an important part of the award’s build-up. Clubs, representatives and players have increasingly used media appearances and public statements to promote their candidates, adding another layer of competition to an already closely watched race.

Barcelona sporting director Deco criticised the omission of Raphinha and Pedri from the 30-player shortlist, describing the decision as a major controversy. However, he backed young Barcelona star Lamine Yamal as a leading candidate, arguing that his support was based on his appreciation of football rather than his connection to the club.

Yamal, who previously expressed his ambition to win multiple Ballon d’Or awards, has maintained that he will not beg for recognition. The Spanish forward has also suggested that the award should not be determined solely by the number of goals a player scores.

Paris Saint-Germain manager Luis Enrique, meanwhile, admitted that he was tired of the constant Ballon d’Or discussions. His club has a record 10 players on the shortlist, highlighting PSG’s impressive presence among the leading names competing for the honour.

Dembele and teammate Khvicha Kvaratskhelia have also praised each other’s performances. Dembele described Kvaratskhelia’s season as exceptional, while the Georgian winger openly backed Dembele for the award. Support for Kvaratskhelia has also emerged in Georgia, where fans have celebrated the possibility of seeing their national star receive global recognition.

Real Madrid forward Kylian Mbappe has made his own ambitions clear. The French international, who has established himself as a record-breaking World Cup goalscorer, believes he deserves consideration but acknowledges that journalists ultimately determine the winner.

The voting process involves one journalist from each of the top 100 nations in the FIFA rankings. Their votes determine the winner from a shortlist selected by France Football and L’Equipe, making international media opinion a crucial factor in the final decision.

Sports branding specialists have compared the growing competition to an election campaign, with players and clubs attempting to build support across different countries. However, Bayern Munich board member Max Eberl has argued that the greatest players should not need extensive promotional campaigns to establish their worth.

Former Ballon d’Or winner Jean-Pierre Papin has also expressed reservations about the increasing focus on individual recognition, suggesting that excessive self-promotion can overshadow a player’s achievements.

Mbappe has pointed to Lionel Messi and Cristiano Ronaldo as examples of footballers who consistently demonstrated extraordinary ability. Between 2008 and 2023, the two superstars collectively won 13 Ballon d’Or awards, setting a remarkable standard for future generations.

Beyond the competition itself, football’s relationship with supporters has changed significantly. Former AC Milan executive Ariedo Braida believes fans increasingly follow individual superstars rather than remaining exclusively loyal to clubs.

The widespread availability of live football and Champions League coverage has made elite players more accessible than ever. While this has expanded the sport’s global appeal, it has also reduced the anticipation that once surrounded major matches.

As the 2026 Ballon d’Or race reaches its decisive stage, the debate continues over whether individual brilliance, team success, international achievements or effective campaigning will ultimately determine football’s next celebrated winner.