The great Ballon d'Or campaign - a race for football's biggest individual prize

As the 2026 men’s Ballon d’Or campaign gathers pace, the debate is increasingly about the PR and narrative behind individual glory. Since last September’s ceremony, entourages have pushed their candidates and media outlets have amplified claims about who deserves the prize in a World Cup year. Analysts cited by BBC Sport note that the award reflects society’s emphasis on individuals, arguing it’s easier to value standout moments than a collective system. French journalist Julien Laurens warned clubs and players will use a “PR machine,” while managers questioned omissions from the 30-man shortlist. Lamine Yamal is presented as a favorite, Dembele praised Kvaratskhelia’s season, and Luis Enrique said he’s “bored” of the Ballon d’Or.