Mbappé shines with Madrid’s 10: Goals, leadership, and marketing.

When Kylian Mbappé approached Real Madrid in July to express his desire to inherit Luka Modrić’s number 10 jersey, both the club’s president, Florentino Pérez, and Adidas, couldn’t hide their enthusiasm. It was a promising scenario for marketing and sales, with favorable economic prospects. However, Xabi Alonso’s reaction was different, more nuanced. Alonso, forging a promising relationship with his star, warned him that the number 10 entails responsibilities, beyond romanticism and the commercial aspect. He reminded Mbappé that Modrić had worn that jersey with dignity for seven years, not only for his performance on the field, but also for his attitude, behavior, and commitment to the club and the team.

Do you still want it?

Xabi Alonso

Mbappé’s response since he changed his number 9 jersey has been impeccable. On the field, his third goal in two LaLiga matches, a brace in the 3-0 victory against Real Oviedo on Sunday, is something usual for the 26-year-old player, who, with 44 goals last season, established himself as the most prolific debutant in Real Madrid’s history. (Mbappé also scored two goals in Madrid’s only pre-season friendly). Commercially, things have also worked as expected for Adidas and President Pérez. It was reported that 345,000 Mbappé jerseys with the number 10 were sold immediately, generating millions for Adidas and highlighting Real Madrid’s value as a client for the German company. Both the coach and the player have agreed in their statements. After defeating Osasuna, Alonso admitted, unable to hide a smile of satisfaction: “After a fantastic first year at Madrid, where he did many good things, I think Kylian wants more. Whether it’s because of the change of jersey number or simply because of his hunger and ambition to win… I am clear that he believes he can perform even better, individually, for the team and inspire those around him. If his choice of the number 10 helps all that happen, fantastic. He is a player who generates different movements, but what is important is the frequency with which they are decisive.”

Number 10 has great importance in this club, but I think number 9 also had it. I feel great right now, but the most important thing is to help my team offensively and defensively. Things will follow from there because with this good spirit they are showing, we are going to keep winning matches.

Kylian Mbappé

The real test is yet to come.

Mbappé has always been synonymous with goals. Previous coaches, like Luis Enrique at Paris Saint-Germain, tried to add the final element to his repertoire. The “dirty” work, the pressure, the defensive effort, aspects that the most eye-catching players often avoid. In the match against Oviedo, a complete performance by Mbappé was not seen in which he dedicated himself to chasing and pressing each opposing player, but interesting details were observed. For example, in a defensive corner, he retreated, made a brilliant interception and launched a dangerous counterattack. When Vinícius Júnior, who had been on the bench, entered and assisted in Mbappé’s second goal, the Brazilian showed his frustration with gestures. Mbappé, however, ran to cover his teammate’s mouth and hugged him. Furthermore, at halftime, Mbappé approached a young fan wearing a blue jersey and gave him his number 10 jersey. A significant gesture, especially in his first away game with the new number.

Another noteworthy gesture was when Antonio Rüdiger refused to exchange his jersey with Kwasi Sibo, from Oviedo, and promised him he would do it at the Bernabéu. Mbappé, upon seeing this, gave his second-half jersey to the Oviedo player.

These gestures, although not necessarily synonymous with success, demonstrate Mbappé’s personality off the field.

You can see that Kylian is in shape, you can see that he is committed to what we are trying to do, his behavior and his desire to excel is contagious for the rest of the team. Personally, I love when I see him make those tracking runs, when he changes his position a bit and helps us defend from the front. Because we know he is going to score goals, but when he tracks back and helps us have those distances where we are all much closer to each other, then we work better with and without the ball.

Xabi Alonso

Competition in the forward line is fierce. Rodrygo, surprisingly a starter, performed well before tiring. Franco Mastuantono, debuted a few days after turning 18 and played with determination. Gonzalo García, prolific during the Club World Cup, also had minutes.

And Vinícius? He was a substitute for much of the first half, received a yellow card for simulation, and then an assist for Mbappé’s second goal. His attitude generated controversy, but in the end, he scored the third goal.

Mbappé, for his part, earned the praise of his coach, but the attention, frustration, and emotion remain focused on Vinícius, a player who always generates intense reactions.