The plan of Real Madrid and Kylian Mbappé to clean up its damaged image

The arrival of Kylian Mbappé is a huge blow in sporting and marketing terms for Real Madrid. Carlo Ancelotti thus sees one of the very best players on the planet arrive in his locker room, while management rubs its hands thinking of all the sponsors that the Frenchman will attract and the derivative products that will be sold.

But we must not forget one thing: Kylian Mbappé has not always been popular in Madrid. In recent years, following his refusal to join the Merengues, he was taken aback by certain Madrid supporters, who criticized him in particular for playing with the interest of the club in the Spanish capital to obtain salary increases at PSG. A discontent which still exists among a minority part of the Madrid public, but which has generally faded away.

A well-established strategy

And it is, in part, thanks to a communication plan carried out by Real Madrid and by the striker. As indicated Relevo, Florentino Pérez and the player managed to convince the refractory members through various actions. The significant financial sacrifices of KM7well highlighted by the Madrid press, have for example helped to improve the popularity rating of the player, who will receive a salary more than halved compared to what he received in Paris.

His message in Spanish on social networks, with photos of him as a kid wearing a Real Madrid sweater, also goes in this direction and this desire to show that the player is a real Madridista since childhood. Just like the numerous publications from players on the squad to welcome him, as if they wanted to convince fans to do the same. The player’s statement at a press conference on Tuesday, thanking Pérez and again talking about the dream he had of playing for the Casa Blanca, were also part of this communication plan. But we know that it is above all on the ground that we must talk!