Barcelona's teenage sensation Lamine Yamal will no longer sign free autographs for fans as he prepares to enter a lucrative partnership to sell his signature on merchandise. The move, common among sports figures in the United States, reflects his soaring global brand value but comes at a time of intense scrutiny for the 18-year-old star.
Yamal to cease giving out autographs
Yamal has stopped signing free autographs for supporters as he prepares to finalise a lucrative commercial deal that will see his signature sold exclusively through a specialised merchandise company. According to a report from Spanish outlet , the 18-year-old has been instructed by his representatives to cease signing memorabilia in a strategic move designed to increase the market value of his autograph, signalling a significant shift in the commercialisation of football's brightest young star.
AdvertisementAFPThe commercial strategy behind the signature
The decision comes as Yamal's advertising agency negotiates a partnership with a company that specialises in marketing signed items from global sports stars. The fundamental business principle behind the instruction is one of scarcity; the fewer freely signed items in circulation, the more valuable an official, authenticated signature becomes. Fans seeking a signed shirt, boots, or other merchandise from the Barcelona forward will soon have to purchase them directly from this official online vendor.
While the agreement is yet to be formally signed, both parties are reportedly keen to close the deal. Yamal has been personally explaining the situation to fans at the club's Ciutat Esportiva training ground. While he no longer provides autographs, he continues to pose for photographs with supporters. This move mirrors a long-standing practice in American sports, particularly with NBA icons like LeBron James, whose signed merchandise is a highly controlled and valuable commodity.
'Lamine phenomenon' sweeps Barcelona
Despite the unusual nature of the situation for a European footballer, Barcelona have reportedly reacted with "a certain naturalness." Club sources informed Mundo Deportivo that they understand the immense global profile of the player, dubbed the 'Lamine phenomenon', and are already in negotiations with his representatives. The club are looking to secure access to a specific number of autographs from the player to fulfil its own sponsorship and partner commitments, which often require signed items from its star players.
The club remains proud of Yamal's development and sees his recent blockbuster contract renewal until 2031 as a clear sign of his commitment to the Blaugrana, where he has been since the age of 12. The commercial move is viewed as an extension of his soaring global status rather than a slight towards the club or its fanbase.
Yamal's brand value continues to skyrocket
This latest commercial venture is another indicator of Yamal's incredible marketability, which now transcends the football pitch. The 18-year-old winger is already the face of a host of powerful global brands, including Adidas, Beats, Powerade, Oppo, Konami and Nesquik. His growing portfolio recently saw him break into Forbes' top 10 list of the world's highest-paid players for the first time. The magazine estimates he will earn a staggering $43 million (£32m) this season, with $10m (£7.4m) of that coming from off-field commercial income.
His on-field performances continue to justify the hype. Before a groin injury sustained in the Champions League, Yamal had started the 2025-26 season in explosive form, registering two goals and four assists in just four La Liga appearances, underlining his status as the team's primary creative force.