Renewing With Athletic Comes at a Cost to His Global Image

On July 4, Nico Williams officially renewed his contract with Athletic Club through 2035. It was the second consecutive summer he rejected a move to FC Barcelona, though this time with an unexpected twist: his own representatives reportedly approached Deco in an effort to reignite Barça’s interest. The meeting, which took place on June 13, was revealed by SPORT.

Despite a standout performance at the Euro 2024 in Germany, where he emerged as one of the brightest stars for the Spain national team, his decision to remain at San Mamés has triggered an unforeseen backlash—particularly on social media. Before announcing his extension, Nico had reached 6.4 million Instagram followers. But since the announcement, he has lost over 400,000, dropping to around 6 million.

The Impact of Rejecting Barcelona

This drop is far from surprising. Just being linked to FC Barcelona elevates a player's global exposure, bringing with it increased media attention, sponsorship deals, and fan support. Nico Williams experienced a surge in followers when his name was in Barça’s orbit. But once he committed to Athletic Club, much of that momentum vanished.

Even so, the young forward made it clear that he has no regrets. “I’m happy to stay home. I want to make history here at San Mamés, with my fans, my family, and my brother, who inspires me every day. We have big goals, like competing in the Champions League, and there’s no better place for me than this club,” Nico said during the renewal presentation.

Nico Williams’ situation reflects the broader challenge modern footballers face—balancing personal growth, emotional loyalty, and global branding. He chose fulfillment and legacy over spotlight, even if it means stepping out of the limelight of European football's biggest stages.