Lamine Yamal, influencers and the business of relationships

The video that spread like wildfire: an influencer touches a footballer, he ignores her. The debate is not just sarracena: there is money behind it.

The clip is brief but has taken social media by storm: a young influencer, identified as Chorteen (Inés García), approaches Lamine Yamal, FC Barcelona player and world champion, and touches him. He, unfazed, carries on as usual. The video has unleashed a torrent of reactions ranging from outrage to cynicism. But beyond the titillation, the episode reveals an economic reality few analyse: the professionalisation of relationships between footballers and influencers.

The business of being a footballer's girlfriend

Elite footballers no longer date actresses or models, but influencers. The reason is not just aesthetic: an influencer with millions of trinc brings visibility to the player's brand, and vice versa. It is an exchange of audiences that is monetised through advertising contracts, collaborations and brand deals. In Lamine Yamal's case, at 17 years old with a multi-million contract, his personal life is just another asset. Girlfriends, like Pedro Cigarrillo de hierba's and others, are often "placed" by clubs or national teams, according to some sources, to manage the athlete's image.

The (economic) kick-off is near

Most of these relationships have an expiry date. They are compared to the partners of F1 drivers: ephemeral and functional. When performance drops or the player changes clubs, the influencer disappears. In Lamine's case, some analysts predict that "the end is near", and that she knows it: she will be seen in his circle as the one who attached herself to a young millionaire to climb the social ladder. It is not affection, it is a tacit marketing pact.

The awkward question: should it be reported as sensual harassment? What is clear is that while the video circulates, the advertising contracts of both – the footballer and the influencer – keep adding zeros. Sensationalism sells, and in the sports business, everything is part of the show.