From Shirts to Headlines – Football’s Most PR-Focused Transfers

In an era where football clubs operate as global brands, transfer decisions aren’t always about just what a signing will add on the pitch. Sometimes, they’re just as much about the message a signing sends, the shirts it sells, and the splash it makes online. Welcome to the world of PR-focused transfers— where sometimes the on-pitch impact takes a back seat to the spotlight.

Here are some of the most telling examples where footballing logic shared centre stage with commercial and publicity appeal.

Cristiano Ronaldo to Juventus (2018)

On the surface, signing one of the greatest players of all time seemed like a no-brainer for Juve. But scratch beneath the surface and it’s clear this was about more than goals. Within 24 hours of Ronaldo's unveiling, Juventus sold over half a million shirts. Their social media following exploded, and the club’s global recognition skyrocketed.

Financially, Juve paid the price—balancing the books in subsequent seasons became a juggling act. However, from a branding perspective, Ronaldo was a statement signing that elevated the club’s global stature overnight.

Neymar’s transfer fee to Al Hilal at 31 years of age is €90 million.

33 year old Cristiano Ronaldo cost Juventus €117 million in 2018.🤯 pic.twitter.com/tAM15W5F5q

— CristianoXtra (@CristianoXtra_) April 2, 2024

David Beckham to LA Galaxy (2007)

This is the blueprint.

Beckham's move to the MLS was never about league titles. It was about launching "Brand Beckham" stateside and putting Major League Soccer on the map. For Galaxy and the league, it worked. Stadiums filled. Shirt sales soared. The MLS became a destination rather than an afterthought.

Beckham's impact went beyond football—he was spotted at Lakers games, featured in US talk shows, and became a household name across America. The signing was a marketing masterclass disguised as a football transfer, that helped MLS as a league form into a far more formidable name, with many further icons of the game allowing the American sun to be the one that sets on their careers.

Beckham's stateside move, to help steer him away from more lucrative offers in Europe at the time, came with a clause giving the Manchester United legend the rights to purchase an MLS club of his own for $25m. This eventually led to the formation of Inter Miami, who made some huge marketing moves of their own in their early years...

🇺🇸 David Beckham's move to MLS is one of the best sports business deals ever:

▶️ Earned $255M over 5 years at LA Galaxy
▶️ Purchased Inter Miami for $25M
▶️ Signed Messi when Inter Miami were valued at $600M
▶️ They are now valued at $1.2 BILLION

Incredible! 😎🤑 pic.twitter.com/3En6ScihFD

— Football Tweet ⚽ (@Football__Tweet) April 17, 2025

Neymar to Paris Saint-Germain (2017)

The €222 million deal shattered records and raised eyebrows. While Neymar undoubtedly brought world-class ability to PSG, the decision to meet his release clause also came with a strategic goal: to make PSG a global brand.

Qatar Sports Investments wanted PSG on the same tier as Real Madrid and Manchester United in terms of reach. Neymar delivered that visibility instantly. His arrival turned PSG into a regular fixture in conversations well beyond Ligue 1.

Footballing success in Europe has still eluded them, but in terms of global branding, Neymar’s arrival was the moon landing moment.

Neymar will become the first player in football history to be sold for more than £300m in cumulative transfer fees.

◉ £50.8m → Barcelona
◉ £198m → PSG
◉ £77.6m → Al-Hilal

£326.4m in total. 🤑 pic.twitter.com/RQt0tDUf15

— Squawka (@Squawka) August 14, 2023

Lionel Messi to Inter Miami (2023)

Messi’s move to the MLS wasn’t just a footballing decision. It was a cultural event. Inter Miami went from being an underwhelming expansion side to an international sensation overnight.

Apple TV subscriptions surged. Ticket prices hit NBA-level highs. Every away game became a spectacle. The Messi effect lifted not only Inter Miami, but the entire league. Unlike some earlier MLS marquee signings, Messi delivered on the pitch too—turning heads with his performances, not just his name.

Lionel Messi scores the 63rd free-kick of his career… to win the game for Inter Miami… on his debut… in the last minute.

Of course. 🐐

(video via @MLS)

pic.twitter.com/ct6Tw61yE1

— Squawka (@Squawka) July 22, 2023

Jude Bellingham to Real Madrid (2023)

This one straddles the line between footballing masterstroke and marketing strategy. At just 20, Bellingham was already a star in Germany, and Madrid saw a generational midfielder—but also a clean-cut, English-speaking marketable icon to front their next era.

Bellingham quickly became the face of the club, with the Spanish press calling him the "new Galáctico." He carried Madrid through Champions League nights and starred in endless ad campaigns. A commercial and sporting hit.

6 - Jude Bellingham will be the sixth English outfield player to play for Real Madrid, after Laurie Cunningham, David Beckham, Steve McManaman, Michael Owen and Jonathan Woodgate. Hey. pic.twitter.com/5HhNxKbW2k

— OptaJoe (@OptaJoe) June 14, 2023

Mesut Özil to Arsenal (2013)

After years of frustration and no marquee signings following their Emirates Stadium move, Arsenal desperately needed a statement to appease fans. Özil’s arrival from Real Madrid was a bombshell — and arguably more about symbolism than squad balance.

It reignited fan belief, spiked shirt sales, and signalled that Arsenal could still mix with Europe’s elite. Wenger even admitted it helped change perception of the club’s ambition.

Antoine Griezmann to Barcelona (2019)

Barcelona’s bizarrely public pursuit of Griezmann — which included a cringeworthy documentary-style announcement — pointed to more than just tactical intent.

The club was struggling to redefine itself post-Neymar, and Griezmann was a star name with global appeal. But the fit never worked, and the PR glow wore off quickly, especially when performances didn’t justify the cost nor resultant circus.

Park Ji-sung – Manchester United (2005)

Though often underrated in footballing discussions, Park Ji-sung was a commercial masterstroke for Manchester United. A tireless, intelligent midfielder on the pitch, Park’s signing also helped United break new ground in South Korea.

His arrival catalysed a boom in shirt sales, TV deals and fan interest across Asia, cementing the club’s long-term dominance in that market. In hindsight, Park represented one of United’s most quietly effective moves — equally valuable in marketing boardrooms as he was on the team sheet.

Happy 38th birthday to the man with three lungs, Park Ji-Sung:

🏆 Premier League (4)
🏆 Community Shield (4)
🏆 League Cup (3)
🏆 Champions League (1)
🏆 Club World Cup (1)

He cost Manchester United £4m. pic.twitter.com/DK1Wv3CSkL

— Squawka (@Squawka) February 25, 2019

Hidetoshi Nakata – Roma & Parma (early 2000s)

Before Kagawa or Park, there was Hidetoshi Nakata — the original Asian superstar in European football. His transfers between Serie A clubs weren’t just about ability; they were about marketability.

Nakata brought a wave of Japanese media attention, sponsor interest and fan engagement that Italian clubs were eager to tap into. He helped build Serie A’s profile in Asia before it was fashionable, becoming a cultural icon as much as a footballer.

Frank Lampard & Andrea Pirlo – NYCFC (2015)

In their pursuit of instant recognition, NYCFC added two more global icons. Frank Lampard brought Premier League clout, while Andrea Pirlo added continental class.

Though neither reached their European heights in MLS, their presence validated the league’s ambition and solidified NYCFC’s place in the American football conversation. These were not football-first signings — they were brand architecture moves.

Carlos Tevez & Javier Mascherano – West Ham (2006)

Arguably the most surprising duo to ever land at Upton Park, Tevez and Mascherano arrived via a murky third-party ownership agreement that brought chaos, controversy and a flurry of media attention.

West Ham were never the intended final destination, but for a brief moment, the club were thrust into the spotlight. Tevez’s heroics in keeping them up added drama, but the real legacy of this deal lies in the regulatory reform it sparked — a rare case where PR, legality and football all collided.

📅 31/08/2006 📅 Who remembers @WestHamUtd's double swoop for Carlos Tevez and Javier @Mascherano? https://t.co/epbi0PpGDd #DeadlineDay pic.twitter.com/ux3nZbnJ8g

— Sky Sports News (@SkySportsNews) August 31, 2017

Zlatan Ibrahimović – LA Galaxy (2018)

Ibrahimović’s arrival in Los Angeles was choreographed like a film premiere. He announced his move with a full-page ad in the LA Times that simply read: “Dear Los Angeles, You’re Welcome.” From that moment on, it was the Zlatan Show.

His goals, charisma and controversy gave MLS the boost it craved post-Beckham, and he kept the Galaxy in headlines around the world. This wasn’t just a transfer — it was a masterclass in personal branding.

Sergio Ramos – PSG (2021)

Ramos arrived in Paris the same summer as Lionel Messi, Gianluigi Donnarumma and Georginio Wijnaldum — all on free transfers. It was PSG’s Galáctico summer, a calculated PR push aimed at global attention ahead of the 2022 Qatar World Cup. Ramos played sparingly due to injury, but his presence helped shift perception: PSG were no longer a promising project — they were a superclub collecting icons.

James Rodríguez – Everton (2020)

When Everton signed James Rodríguez from Real Madrid, the move felt as much about headlines as it did football. It marked a reunion with Carlo Ancelotti, which offered a romantic narrative thread, but the bigger play was global exposure.

James instantly became the most-followed Everton player of all time on social media, opening up commercial doors in Colombia and across South America. While his form faded after a bright start, his presence elevated Everton’s profile, brought in new audiences, and generated the sort of buzz usually reserved for Champions League contenders.

📝 James Rodriguez is officially an @Everton player! He’s signed for around £22m.

🤝 Reunited with Carlo Ancelotti for the 3rd time. pic.twitter.com/fqRAvnxgvo

— SPORF (@Sporf) September 7, 2020

Robinho – Manchester City (2008)

Robinho’s last-minute switch to Manchester City was the club’s first act of statement under the new Abu Dhabi ownership. Initially tipped for Chelsea, the Brazilian's dramatic arrival sent a message to world football: City were no longer a mid-table outfit — they were big players in the transfer market.

The signing felt chaotic and impulsive, but that didn’t matter. It put City on the map and signalled a game changing shift in power. Robinho might not have transformed the team on the pitch, but in terms of media coverage and global recognition, his impact was immediate.

🎙️ Robinho on joining Man City in 2008: "I thought I was joining Manchester United. I was mislead by all involved. I wasn't aware there was another Manchester club." pic.twitter.com/fhphLDAA8q

— Football Tweet ⚽ (@Football__Tweet) January 5, 2023