Why Companies Rely on Star Employees
French football star Kylian Mbappé's relationship with Nike ended after nearly 20 years, as he became a brand ambassador for the Swiss company "On" in a deal that includes financial compensation and an equity stake. This move is part of sports companies’ strategies in negotiating with their stars from a young age to build long-term marketing relationships, which can evolve into valuable commercial assets that influence the company's market position. Mbappé's transition is seen as an opportunity for "On" to expand its presence in the football market, especially as it gives the company a direct stake in its growth and turns the relationship into a long-term partnership. This contrasts with other cases such as Neymar or Bolt, where partnerships are more diverse and impact marketing value in different ways.
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