Voting by 100 international journalists for the 2026 Ballon d'Or officially closed on Monday, ending media campaigns for eight leading football candidates ahead of the presentation ceremony in London. The annual voting period ended for all players competing for the sport's most prestigious individual award, concluding weeks of press interviews, post-match statements, and strategic public appearances across global media outlets.
French publication 20 Minutes evaluated how the eight primary contenders handled their public relations during the final month of voting. The candidates are seeking to succeed Paris Saint-Germain forward Ousmane Dembele, who won the award last year and will see his successor named on October 26 at the ceremony hosted in London for the first time.
In a closely contested year where no single player dominated every election criterion, communication strategies played a key role among the 100 voters choosing their top ten selections. The candidates adopted sharply contrasting approaches, ranging from extensive media tours to almost total silence before the deadline expired.
Lamine Yamal and Barcelona Campaign
Barcelona winger Lamine Yamal received the highest campaign rating of 18 out of 20 following a measured media approach. The 19-year-old right winger, who finished second behind Dembele in last year's voting, recorded 24 goals in 45 matches for Barcelona during the 2025-2026 season and added one goal in eight World Cup appearances.
Speaking to French newspaper L'Equipe last week, Yamal explained that the Ballon d'Or was an award for a unique player who brought pleasure to spectators, possessed magic, and inspired people to watch a match specifically for him, regardless of overall goal tallies. He noted that when he thought of the trophy, he envisioned past winners Lionel Messi and Ronaldinho. Yamal reinforced his case on Saturday with a dominant performance at Wembley, leading Spain to a 3-2 Nations League victory over England just before voting closed. On September 8, he told reporters that he did not need to campaign for the award, stating that evaluating players was the duty of journalists and that he would not beg for votes.
Ousmane Dembele and PSG Strategy
Reigning winner Ousmane Dembele earned a 16 out of 20 score for his relaxed approach to the voting period. The former Stade Rennais forward, who faced media drama at Paris Saint-Germain last year when the club prioritized his candidacy over teammate Achraf Hakimi, managed his September schedule without apparent pressure. Following a 1-0 victory against Brest, Dembele delivered a subtle response to press statements by Real Madrid forward Kylian Mbappe, noting that while he was never the chosen one, he was also not at the back of the classroom working hard.
Dembele also participated in a joint ten-minute interview with PSG teammate Khvicha Kvaratskhelia, filmed by Ligue 1+ and broadcast by PSG TV. During the broadcast, Dembele stated that Kvaratskhelia had delivered an incredible season for Paris Saint-Germain by proving decisive in major matches, expressing his hope that either he or Kvaratskhelia would win the honor.
Harry Kane and Bayern Munich Record
Bayern Munich striker Harry Kane scored 15 out of 20 after stepping outside his usual reserved demeanor. The 31-year-old England captain won the first major team trophy of his 16-year professional career during the 2025-2026 season while scoring 73 combined goals for club and country, approaching Lionel Messi's record of 82 goals set in the 2011-2012 season.
Kane told Spanish publication Marca on September 18 that he had never enjoyed talking about himself, though he highlighted his extraordinary individual and team statistics. Speaking at a press conference ahead of England's match against Spain, Kane stated frankly that this period represented his best career opportunity to win the award. The upcoming ceremony in London marks 25 years since Michael Owen became the last English player to win the Ballon d'Or in 2001.
Rodri and World Cup Success
Barcelona's summer signing Rodri received a 14 out of 20 rating for maintaining an understated profile. The former Manchester City midfielder, who won the Ballon d'Or in 2024, established himself as the standout player for Spain during their 2026 World Cup triumph.
Ahead of Spain's match against England, Rodri explained that the award depended on performances delivered on the pitch rather than statements made in public, adding that he chose not to campaign for the honor. His quiet approach mirrored the strategy he used during his successful 2024 campaign after winning the European Championship.
Kvaratskhelia and Messi Campaigns
Khvicha Kvaratskhelia was awarded 12 out of 20 after joining PSG in January 2025. Having finished 17th in the 2023 voting and 12th last year, the Georgian winger missed the 2026 World Cup. In a video interview with France Football, Kvaratskhelia stated that his personal objective was to be a player who gave everything for his team, a statement endorsed by PSG manager Luis Enrique.
Lionel Messi received an 11 out of 20 score after avoiding public campaigning following Argentina's 1-0 defeat to Spain in the 2026 World Cup final. The 39-year-old eight-time winner, who claimed titles between 2009 and 2023, focused his post-tournament period on family matters following the death of his father Jorge on August 8. Messi dedicated his time to honoring his father with a public message and organizing his farewell to the Argentine national team.
Mbappe and Olise Campaign Scores
Kylian Mbappe scored 6 out of 20 after conducting an intensive media circuit across France Football, Telefoot, AS, The Athletic, Bild, and RFI. The Real Madrid striker and France captain, whose club currently sits six points behind Barcelona after seven La Liga matches, made direct appeals for votes while asserting that no player had been better than him over the season. Mbappe emphasized his World Cup goalscoring record while dismissing recent winners other than Messi and Cristiano Ronaldo, creating tension with his friend Dembele through his focus on individual recognition.
Bayern Munich winger Michael Olise finished with the lowest rating of 4 out of 20 due to minimal media participation. Following a two-goal performance in Bayern's 5-0 Champions League victory against Bodo/Glimt on September 10, Olise offered brief answers to DAZN Germany, stating that he took shots and that sometimes they went in and sometimes they did not. Olise also opted out of the standard ten-minute candidate interview with France Football.
