According to Diario AS, Real Madrid owns approximately 50% of Vinicius's image rights. The Brazilian forward's immense commercial value allows him to nearly "pay his own salary."
Vinicius joined Real Madrid from Flamengo in the summer of 2017 for €45 million and is considered one of the most successful signings in recent years. Nearly a decade later, the Brazilian, who had a difficult start and was even loaned to Castilla at one point, has made 375 appearances for Real Madrid, scoring 128 goals and providing 85 assists. Beyond his on-field contributions to the team's championships, including the last two Champions League titles, Vinicius is equally vital commercially and in marketing. He is the undisputed star of the Brazilian national team, a key figure for Real Madrid, and a valuable asset regarding image rights. Since his contract renewal in 2022, Real Madrid has owned approximately 50% of his image rights.
During the most recent World Cup, Vinicius was among the players with the most sponsors, with 16 partners—second only to Neymar's 20. Most of his partnerships are with major corporations or multinational companies. Since joining the national team, his promotional content has generated over 100 million views. At 25 years old, Vinicius has partnered with brands including Clear (cosmetics), Omo (cleaning products), Gatorade (sports drinks), Rexona (personal care), PlayStation (gaming), Pepsi (beverages), Betnacional (betting), Vivo (telecommunications), Prada (eyewear), Dubai Tourism, Boss (fragrances), UNESCO, Nike, Havaianas, Visa, and Marriott Bonvoy.
Frederico Pena, CEO of Roc Nation Sports Brazil, which manages Vinicius's career, stated: "Despite his young age, Vini has established himself at the biggest club in the world and within the most important national team. He is a two-time Champions League winner and a key player—an example of resilience and sporting success for most Brazilians. Moreover, he actively addresses important social issues through both his stance and community contributions. This means the number of brands interested in partnering with him continues to grow."
Pena revealed that Vinicius has reached a status "comparable to a company," with his professional interests managed with considerable sophistication. "There is a structure consisting of a CEO, a CFO, and departments for administration, legal, commercial, marketing, and communications overseeing everything. In addition to numerous sponsorship activations, there are also social initiatives centered around his foundation, which has become a global benchmark in educational innovation for children and adolescents and in anti-racism education."
Experts believe that, beyond his on-field performance, Vinicius's stance and actions against racism—consistently precise and powerful—have also strengthened his endorsement appeal to companies.
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