Barcelona turns Lionel Messi nostalgia into profit: Lamine Yamal’s No. 10 kit drives massive revenue in just 24 hours

Just three days after turning 18, Lamine Yamal received what may be the most symbolic gift a Barcelona player can hope for.

Just three days after turning 18, Lamine Yamal received what may be the most symbolic gift a Barcelona player can hope for — the iconic No.10 shirt, worn in the past by legends such as Lionel Messi, Ronaldinho, and Diego Maradona. The decision by Barcelona to pass the club’s most famous number to the young prodigy was bold, and, as events quickly proved, it paid off drastically.

Although comparisons to Messi are unavoidable, Yamal himself has been modest about the expectations that come with the number. “I don’t compare myself to him because I don’t compare myself to anyone — and much less with Messi,” he said during the official presentation of his new kit. “Messi made his path and I will make mine.”

At just 18, Yamal has already played over 100 matches for Barcelona, scored 25 goals, and lifted two La Liga titles. His trophy cabinet also includes a Euro 2024 title with Spain — an international triumph that came just one day after his 17th birthday. He is widely tipped as a leading Ballon d’Or contender, especially after contributing to Barcelona’s domestic treble last season.

The shirt that changed everything

What followed Barcelona’s announcement of Yamal as their new No.10 was nothing short of historic. According to Sport, within just 24 hours, over 70,000 jerseys bearing Yamal’s name and new number were sold across more than 170 countries, generating nearly $11.6 million in revenue for the club.

Hundreds of fans queued outside the Camp Nou store, while thousands more ordered online, creating an instant commercial boom that not only delighted the club’s financial department but also validated a new marketing strategy. In a single day, Barcelona had their biggest merchandise push since Messi’s prime years — and possibly in their history.

Internally, the move is being hailed as “a masterstroke”, particularly by executives focused on Barcelona Licensing & Merchandising (BLM). The success was no fluke — the club had fully prepared for the surge. Nike ensured stock was widely available, and a revamped e-commerce approach through new deals with Nike and Spotify provided a seamless purchasing experience for fans worldwide.

Symbol of financial rebirth

For a club that has long battled financial instability, the rise of Yamal has become more than just a sporting phenomenon — it is an economic lifeline. Barcelona’s ability to capitalize on his stardom marks a strategic shift toward sustainability through branding and merchandising. The Yamal No.10 shirt is now seen as central to Barca’s global identity, and his recent contract extension until 2031 confirms the club’s intent to build around him for the long term.

“The change of the No.10 jersey is hailed internally as a masterstroke which opened a new source of income,” reported Sport. The Blaugrana are now targeting record BLM revenue for the 2025-26 campaign, hoping to use Yamal’s appeal as a cornerstone for further growth.