As football has become increasingly globalized and its stars have evolved into prominent brands, many players have established their own companies to manage their image rights. Several current England team members, such as Bukayo Saka with ‘BS7’ and Phil Foden with ‘Rondog Sports,’ operate these entities.

Joining this trend in 2019 was Jude Bellingham, the Real Madrid and England midfielder, who founded Bello&Bello Ltd. This move coincided with his breakout at Birmingham City as a 16-year-old and foreshadowed his rise to success, including a stint at Borussia Dortmund and winning the Champions League with Real Madrid.

Bello&Bello Ltd, overseen by Jude Bellingham’s father Mark as director and his mother Denise Bellingham-Waite as company secretary, reported a profit of £1.5m in 2023. The establishment of such companies reflects players’ recognition of their brand value and the potential for monetization in today’s football landscape.

Players’ image rights encompass their name, trademark attributes, squad number, social media following, and other aspects that contribute to their marketability. Clubs recognize that signing a player not only enhances their competitive squad but also brings a marketable asset. This attractiveness to commercial partners often results in clubs securing higher revenues through endorsements and sponsorships.

Clear agreements between clubs and players regarding image rights are crucial to avoiding legal disputes. These agreements define how players will participate in marketing campaigns and what expectations commercial partners can have, ensuring transparency and minimizing potential conflicts.

In essence, the formation of personal companies for managing image rights underscores players’ proactive approach to safeguarding their interests and capitalizing on their brand appeal in today’s football economy.

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