Jude Bellingham will take center stage in Adidas’ campaign for the European Championships this summer to the soundtrack of Beatles smash Hey Jude, the rights to which the German sportswear giant has licensed.
The 20-year-old’s standout season at Real Madrid put him at the top of Adidas’ European sponsor list, once occupied by likes David Beckham and Zinedine Zidane, both former Real players. Other players from different Euro 2024 countries are expected to appear in the yet-to-be-released commercial, which centers on Bellingham and the Beatles track that references his name.
Bellingham’s positioning as the current star of the Adidas campaign reflects his status in European football. The expectation is that Bellingham will be a Ballon d’Or candidate – and possible winner – come the end of the year. He plays for Real against Borussia Dortmund in the Champions League final at Wembley a week on Saturday.
It is also notable that an England international would come to prominence for one of the big global German brands at a tournament in Germany. Young German national team star Jamal Musiala, 21, from Bayern Munich, is endorsed by Nike. Just like Kylian Mbappe, the remaining euros star in the biggest commercial brand.
Erling Haaland, who also enjoys lucrative sponsorship from Nike, did not qualify with Norway. Adidas will also run a major campaign around the Copa América next month in the United States, with the participation of its biggest supporter, Lionel Messi.
Hey Jude is a popular song when it comes to football fans – although mostly adapted to reference their own clubs or players. First released as a single by the Beatles in 1968 and written by Paul McCartney and John Lennon, its licensing value is substantial.
Bellingham was a key figure in Adidas’ campaign for the previous World Cup finals in 2022, featuring prominently in an ad that included Messi, Karim Benzema, Serge Gnabry and British music star Stormzy. Bellingham also has a sponsorship deal with energy drink Lucozade, owned by Japanese drinks giant Suntory.
Adidas declined to comment on the details of the Bellingham commercial. An Adidas spokesperson said: “Over the coming weeks, Adidas will support its sponsored players and teams. Our campaign kicks off on June 1st at the Uefa Champions League final, before we move on to Uefa Euro 2024. It’s a big sporting summer ahead and a chance for Adidas to support all athletes with our ‘You Got This’ message. ”
