The brands are pumping an incredible amount of money into being visible around the World Cup, says football journalist Olof Lundh.
The big stars have become more than just footballers. Cristiano Ronaldo, the world's highest-paid player, has shown the way for what is possible.
He is one of those who has been most driven to make collaborations and use his football knowledge to also earn a lot of money off the field, says Olof Lundh, adding that Messi has followed suit.
They are being chased by younger stars like Erling Braut Haaland and Lamine Yamal in terms of both sporting achievements and hefty salaries.
Haaland stands out
Haaland has stood out during the championship, both sportingly and commercially. His social media following has grown to over 70 million during the World Cup, more than major club Manchester United.
In the World Cup, he stands out because he has done so many collaborations and advertising, which has also been seen here in the USA, says Lundh, who is covering the championship.
The World Cup is being played partly in the United States, where many of the world's largest companies are based.
"You've never had as many sponsors as Fifa has for this championship. It's become an incredibly commercial World Cup," says Lundh.
Former players such as Zlatan Ibrahimovic and David Beckham have also appeared in connection with the championship.
The players who have cultivated their brand can still make a living from it. David Beckham stands out - it is estimated in the English media that he earned between 25 and 30 million pounds from partnerships during this year's World Cup.
More collaborations at gold
The chance for World Cup gold is still alive for Messi and Yamal.
"If Yamal were to decide the World Cup final, it would clearly push him a little bit higher. He will certainly become someone who can do a lot of collaborations in the future if his career continues as it has started," says Lundh.
The effect wouldn't be as pronounced for Messi, who already has a gold medal. According to Forbes, Messi earns seven times more than Yamal from off-field activities.
Those around him have already tried to maximize revenue, says Lundh, mentioning, among other things, the collaboration with Adidas.
Yamal still needs to prove himself in terms of sportsmanship, says television expert Martin Åslund.
Should Spain win, Yamal needs to be the best in the final, otherwise it's Rodri's World Cup.
Is Rodri a bigger star?
He's not a bigger star, but he's a better player, says Åslund.
1. Cristiano Ronaldo, 235 million euros on the pitch, 65 million euros off the pitch.
2. Lionel Messi, 70 million euros on the pitch, 70 million euros off the pitch.
3. Kylian Mbappé, 70 million euros on the pitch, 25 million euros off the pitch.
4. Erling Braut Haaland, €60 million on the pitch, €20 million off the pitch.
5. Vinicius Junior, €40 million on the pitch, €20 million off the pitch.
6. Mohamed Salah, €35 million on the pitch, €20 million off the pitch.
7. Sadio Mané, 50 million euros on the pitch, 4 million euros off the pitch.
8. Jude Bellingham, €29 million on the pitch, €15 million off the pitch.
9. Lamine Yamal, €33 million on the pitch, €10 million off the pitch.
10. Harry Kane, €29 million on the pitch, €12 million off the pitch.
Forbes estimates of players' income include salaries and bonuses from the football field before taxes and agent fees, as well as income from sponsors, commercial partnerships and side activities off the field over the past 12 months.
Source: Forbes
