Footballers Redefining Legacy: How Ruben Dias is Building His Brand Beyond the Pitch

In an era where the lines between sports, personal branding, and business are becoming increasingly blurred, footballers like Ruben Dias are taking proactive steps to secure their post-playing careers long before the final whistle blows. The 27-year-old Manchester City centre-back, fresh off a treble victory, is among a growing contingent of athletes embracing the concept of legacy investing, recognizing that their influence extends far beyond the pitch. Today's football stars are acutely aware that their brand value is not solely tied to their athletic performance. As Dias demonstrates, the strategy of personal branding has evolved into a nuanced enterprise where players are cultivating their identities much like corporations do. With 7.5 million followers on social media, Dias is not just a defender; he is a personality who has the potential to resonate with millions around the globe. Dias has teamed up with commercial sports strategist Paulo Malva Do Vale to refine his brand identity. They spent five months delving deeply into Dias's values and aspirations, aiming to present a more holistic version of the player that fans rarely see. The aim is to establish a personal brand that authentically represents Dias, not just as a footballer but as a multifaceted individual. This shift in focus is not unique to Dias. A trend is emerging among athletes who are looking to connect with brands that align with their values rather than merely cashing in on endorsement deals. This strategic pivot is illustrated by figures like Lewis Hamilton and Roger Federer, who have transitioned from traditional endorsements to partnerships that allow them to contribute creatively and strategically to their brand collaborations. As the standards for personal branding rise, so does the necessity for players to carefully curate their narratives. The time when footballers simply accepted any sponsorship offer is over. Nowadays, players are developing their business acumen in tandem with their sporting careers, with many recognizing the necessity of planning for life after football while still in the spotlight. Former footballer Joe Davis, who founded DRIFT to assist players in their transitions to new careers, notes the increasing trend of the "athletic entrepreneur." While traditional investments like restaurants are still popular, a growing number of players are venturing into diverse areas such as e-commerce, charities, and fashion, portraying a more sophisticated image than the “stupid footballer” stereotype of yesteryear. Dias’s journey underscores the changing landscape where footballers are no longer seen just as athletes but as influential figures capable of shaping their destinies. Experts like Ash Jones, who has advised players like Hal Robson-Kanu in establishing their businesses, emphasize the importance of self-discovery and clarity in brand identity for athletes transitioning to new ventures. Furthermore, the role of data analytics in personal branding is becoming more pronounced. Dias himself has engaged with services that consolidate performance data and social media metrics, offering a clear picture of his marketability. This data-driven approach is empowering players to negotiate contracts based on their comprehensive value rather than mere performance statistics. With the rise of social media, players are able to engage with fans on a more personal level. Dias has begun to share more aspects of his life, from sports interests to personal anecdotes, creating a connection with followers that transcends football. His strategy is to cultivate a loyal fanbase—what Malva Do Vale refers to as “real Ruben fans”—which can serve as a solid foundation for future collaborations and business ventures. The football landscape is evolving, and with it, the way players approach their careers. As the industry recognizes the potential of athletes as brand ambassadors and entrepreneurs, it is clear that for players like Dias, the game is no longer confined to the pitch. Instead, they are navigating a complex world of branding and business, crafting their legacies for the years to come.