Soccer Vision Off the Pitch

At least three global soccer/football players have signed deals this year, two of them announced just this month, with makers of premium or luxury sunglasses, eyeglasses, and optical frames. This continues a tradition over the past decade or so where one or two current or past soccer stars, most commonly hailing from Europe and/or playing for a European or British club, announce similar deals almost each year. Some start out as limited editions; some are traditional, long-term licensing deals; and some are brand ambassadorships, with or without a signature collection in the mix.

Here are some examples, from the present going back to 2016:

• This year, Karim Benzema, who currently plays for Real Madrid and France, teamed with Jean-Paul Gaultier for limited-edition signature sunglasses in three color combinations. Son Heung-min, currently with Tottenham, and his Son 7 brand paired with South Korean eyewear maker Gentle Monster for two pairs of luxury sunglasses in a special-edition package. And Kylian Mbappé, a French player for Paris Saint-Germain, partnered with Oakley for a brand ambassadorship without signature products included, at least not yet.

• In 2020, Cristiano Ronaldo and his CR7 brand signed a five-year licensing deal with Italia Independent for his signature eyewear collection, starting with sunglasses and followed the next year by eyeglasses.

• In 2019, David Beckham signed a 10-year deal with Safilo for both premium sunglasses and prescription glasses. The first products in the line launched in early 2020. Separately, Alessandro del Piero moved his line of sunglasses and frames, AirDP, first launched in 2016, to Italian maker VisualFriend.

• In 2018, Regina Baresi partnered with Italian brand KOO as an ambassador for its KOO California model of sunglasses.

• In 2017, Leo Messi teamed with then-startup marketer Hawkers, based in Spain, for a limited edition of nine models of sunglasses, the first such collaboration for Messi.

• In 2016, Jérôme Boating paired with Edel Optics. The JB by Jérôme Boating line has blossomed into a wide assortment of sunglasses and eyeglasses styles for men, women, and children.

Of course there were examples in earlier years as well, such as Neymar with De Rigo Vision’s Police label (as a brand ambassador) back in 2013, among others.

The three deals announced so far this year may mark an increase in annual frequency for such partnerships, which tend to occur steadily but not in great numbers, perhaps a signal of more to come down the road. Global soccer/football stars have been expanding their activities in luxury fashion in general of late, and it would make sense for eyewear to play a part in that trend.