Lamine Yamal’s Meteoric Rise: Is Messi’s Barcelona Throne Under Threat?

Lamine Yamal is the new No. 10 at Barcelona, marking a symbolic shift as the club gradually moves on from the Lionel Messi era. But this transition goes beyond the pitch—it’s happening on a financial level too.

The La Masia wonderkid is the first player truly capable of rivaling the economic boom that Messi once generated at Camp Nou. Reports even suggest that the young Spanish winger is on pace to challenge Messi’s jersey sales records from his peak years.

According to outlets like AS, the first 48 hours of Lamine Yamal’s No. 10 shirt being available saw an astonishing 70,000 units sold globally. That early surge is expected to generate at least €10 million in revenue, making it the most explosive merchandising success Barcelona has seen since Messi’s departure. Even in 2025, the club continues to roll out exclusive editions and special releases to capitalize on their brand power.

Studies from Spain’s EFE Agency once labeled Messi’s exit as both a sporting and financial blow to the club. In his final two seasons at Camp Nou, Messi’s jersey sales reportedly brought in €20–30 million.

Now, in just the first week since Lamine inherited Messi’s iconic number, the teenage phenom has already generated around €10 million in shirt sales—signaling he may be the first true successor to match Messi’s impact on and off the pitch.

As Lamine Yamal turns 18, he faces the biggest challenge of his career: leading a team that returned to top-level contention last season in both Spain and Europe. This time, he’s not just part of the project—he’s its cornerstone. The expectations go far beyond his performances on the field. The club hopes he becomes the centerpiece of its financial revival, potentially helping to erase the lingering economic crisis that’s haunted Barcelona since the pandemic.

Nike is playing a major role in this new chapter. Lamine Yamal is now one of the brand’s flagship athletes, positioned to rival Adidas and Puma stars in global appeal. Merchandising firms working with Barcelona told AS that within just 24 hours of the new No. 10 jersey launch, more than 20 stores across Spain had to restock due to overwhelming demand. Messi may have passed the torch, and Barcelona believes Yamal is ready—on the field and at the cash register.

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