Which Player Earned the Most in the Lego Commercial?
The lead-up to the World Cup is giving us incredible moments: from unexpected qualifications like Iraq and Congo, to advertising campaigns that have gone around the world. One of the most striking has been Lego’s, which managed to bring together Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Vinicius Jr. in a commercial that literally broke the internet.
The ad allowed us to see, at least symbolically, four of the biggest stars in world football in the same setting, with a relaxed, fun tone that felt very close to the fans. Even though they didn’t share screen time directly, the impact was immediate.
How the Earnings Were Distributed
According to various estimates, the company reportedly invested around $8 million in this collaboration. As expected, the figures each player received also drew attention.
Vinicius Jr. reportedly earned around $325,000 for his participation and social media promotion. Meanwhile, Kylian Mbappé ranked third, with approximately $850,000 from appearance fees and posts.
In second place is Lionel Messi, who earned close to $2.6 million for being part of the campaign and promoting it across his platforms.
The biggest winner was Cristiano Ronaldo, who reportedly pocketed around $3.5 million, clearly leading the list.
The Impact of Social Media
The main reason for this difference lies in each player’s reach on social media. Cristiano Ronaldo is the most-followed footballer on Instagram, with over 673 million followers. Lionel Messi follows with 512 million, while Kylian Mbappé and Vinicius Jr. have around 131 and 60 million, respectively.
This explains why each player’s value within the campaign varies: the larger the audience, the greater the impact—and the higher the earnings.
Without a doubt, Cristiano Ronaldo was the biggest beneficiary of this collaboration, in a campaign that was not only a media success but also managed to connect with fans and spark interest in the product. After watching it, more than a few people felt like building that set with friends.
