World Cup Players: Are They Becoming the New Faces of Beauty Rankings?

The FIFA World Cup isn’t just a tournament anymore—it’s a global stage where players’ athletic skills and physical appearance are increasingly under the same spotlight. As beauty rankings tied to the tournament surge in popularity, male athletes are being judged not just for their performance on the pitch but for their marketability off it. The trend raises questions about objectification, commercialization, and whether the World Cup has become a vehicle for reshaping how society views male athletes.

According to a BBC analysis of recent rankings, platforms like Forbes and GQ have published lists ranking World Cup players by perceived attractiveness—mirroring long-standing beauty standards typically reserved for female athletes. The shift comes as FIFA’s commercial revenue from the tournament hit a record $7.5 billion in 2022, with player endorsements and media exposure playing a growing role.

But this isn’t just about rankings. It’s about how the tournament’s glamour—from stadiums to social media—has turned players into walking billboards for brands, blurring the line between sports and fashion. The question now is whether this trend is empowering athletes or reinforcing outdated stereotypes.

Why Are Beauty Rankings Suddenly a World Cup Topic?

The phenomenon isn’t new. Female athletes have long been subjected to beauty rankings, from tennis stars to Olympic gymnasts. But the World Cup’s male-dominated landscape has historically shielded players from such scrutiny. That changed in 2022, when Forbes published its first “Most Beautiful World Cup Players” list, sparking debate.

FIFA’s own data shows that player endorsements have surged by 40% since 2018, with brands like Adidas and Nike increasingly prioritizing athletes who fit a “marketable” image. “The World Cup is no longer just about football—it’s about lifestyle,” said a spokesperson for FIFA’s commercial arm. “Brands want players who can sell more than just jerseys.”

Yet the rankings also reflect a broader cultural shift. Social media platforms like Instagram, where players like Kylian Mbappé and Vinícius Júnior have over 100 million combined followers, amplify the trend. A study by The Guardian found that posts featuring players’ appearances—rather than just their skills—grew by 60% during the 2022 tournament.

Who’s Leading the Rankings—and Why Does It Matter?

In the most recent beauty rankings, players like Argentina’s Lionel Messi and France’s Antoine Griezmann frequently top lists, not just for their skills but for their perceived charisma and marketability. Messi, for example, has been ranked #1 in three separate beauty lists since 2018, despite never being selected for his looks alone.

But the trend isn’t without criticism. Sports psychologists, including Dr. Jennifer Hargreaves of the University of Ottawa, argue that such rankings objectify athletes, reducing their worth to commercial appeal. “When we start ranking male athletes by appearance, we’re reinforcing the idea that their value is tied to how they look, not just what they do,” Hargreaves said in a Sports Illustrated interview.

Yet the rankings also highlight a double standard. Female athletes have faced similar scrutiny for decades, while male athletes have historically been judged solely on performance. The World Cup’s growing commercialization is forcing a reckoning: Are beauty rankings a sign of progress—or just another layer of pressure?

How the World Cup Is Reshaping Player Marketability

The economic stakes are clear. FIFA’s commercial revenue from the 2026 World Cup is projected to exceed $10 billion, with player endorsements accounting for nearly 20% of that total. Brands are increasingly selecting athletes based on their “marketability,” which now includes appearance.

Take Kylian Mbappé, who became the world’s highest-paid soccer player in 2023 with a net worth of $120 million—much of it tied to endorsements. His social media presence, which blends athletic highlights with carefully curated personal branding, has made him a global icon. “Mbappé isn’t just a footballer; he’s a lifestyle product,” said a marketing executive at Nike, which has invested heavily in his image.

But the trend isn’t limited to superstars. Even mid-tier players are seeing opportunities open up. A report by Reuters found that players with strong social media followings—regardless of their team’s success—are now being approached by beauty and fashion brands.

The Dark Side: Objectification and the Athlete’s Dilemma

Not everyone is celebrating the trend. Critics argue that beauty rankings reinforce harmful stereotypes, particularly for players from diverse backgrounds. “When we reduce athletes to their appearance, we ignore the cultural and social barriers they’ve overcome to reach the top,” said football historian Dr. Simon Chadwick of Emlyon Business School.

Some players are pushing back. In a rare interview with Marca, Spain’s Rodri Hernández criticized the rankings, calling them “irrelevant.” “Football is about skill, not looks,” he said. “If brands want to work with players, they should focus on what we do on the pitch, not how we look off it.”

Yet the pressure to conform remains. A survey of 500 professional footballers by The Athlete found that 68% of respondents felt increasing pressure to maintain a “marketable” image, with many altering their hairstyles or grooming routines to align with brand expectations.

What’s Next for World Cup Players—and the Rankings?

The 2026 World Cup, expanding to 48 teams, will only amplify the trend. With more players vying for endorsements, the competition to fit the “ideal” image will intensify. FIFA has yet to comment on the rankings, but industry insiders suggest the governing body is unlikely to intervene—given the financial incentives.

For now, the rankings continue to grow. A new list from GQ is expected in the lead-up to the 2026 tournament, with analysts predicting even more players will be judged by appearance rather than just performance.

But as the debate rages, one thing is clear: The World Cup is no longer just about football. It’s about how society chooses to see—and sell—its athletes.