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الاقتصادية
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Why Companies Depend on Star Employees
After approximately 20 years of collaboration, French footballer Kylian Mbappé has ended his relationship with Nike and has transitioned to the Swiss company "On." This deal combines a cash payment with an equity stake, reflecting the importance of stars in sports marketing strategies. The relationship between stars and brands tends to be long-term, as companies invest in talents early on to capture long-lasting marketing value—often extending even after the athlete's retirement. Mbappé's move confirms that companies recognize investing in a football star can help penetrate new markets, especially when the star holds shares in the company, aligning his interests directly with the brand's growth. Other examples, such as Roger Federer’s partnership with Nike, demonstrate that corporate investments in stars can last over a decade, encompassing long-term marketing capabilities that ensure sustained value even after the athlete's active career ends.
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