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So much for football’s most prestigious award being about merit. Australian journalist Neal Gardner has revealed he was offered money to polish Ousmane Dembélé’s Ballon d’Or chances online – days before the winner is crowned.
Gardner posted on X: “I was recently approached by a PR agency to run a PAID campaign in favour of Dembele’s Ballon d’Or run. I don’t know who’s funding this, but I think it’s absolutely ridiculous and I had to raise awareness.”
Ok, here goes…
I was recently approached by a PR agency to run a PAID campaign in favour of Dembele’s Ballon d’Or run.
I don’t know who’s funding this, but I think it’s absolutely ridiculous and I had to raise awareness. https://t.co/fRwSzCBZuf pic.twitter.com/JaOsUNj0KP
— Neal 🇦🇺 (@NealGardner_) September 12, 2025
The email, dripping with PR spin, asked him to discreetly push Dembélé’s candidacy: “We are exploring a one-month campaign designed to spark dialogue and strengthen the narrative around Ousmane Dembélé’s candidacy for the Ballon d’Or. Specifically, we would like to propose three carefully crafted tweets per week…
“We also ask that you treat this initiative with the utmost confidentiality, as discretion is essential for its success.”
Confidential, indeed. Gardner didn’t just refuse, he posted it for all to see.
“Oh, I’m absolutely aware of the consequences. This was an AWFUL commercial decision on my part, but guess what? I don’t care. Privilege enough to be in a position where I can, and have, refused thousands of dollars. It is what it is. I’m living more than well, already,” he wrote on X.
Fans quickly joined the fray. One wrote: “Bro this is too poor. Informations like this shouldn’t be posted u don’t know what brand is exploring you right now.” Gardner wasn’t fussed. Another asked why they’d target him, a self-confessed Barça fan. His reply was telling: “I think the point of targeting Barça accounts is simple: it adds even more legitimacy to his case.”
What’s been said?
This isn’t an isolated PR stunt. Spanish daily Marca has been busy beating the drum, saying: “Ousmane Dembélé took another step toward winning the 2025 Ballon d’Or” after his strike against Real Madrid, boasting about his 35 goals and 15 assists.
PSG president Nasser Al-Khelaïfi has gone further, effectively campaigning for his man: “If Ousmane Dembélé doesn’t win the Ballon d’Or, there’s a problem! Given the season he’s had – a magnificent campaign – there’s no doubt he should win… If he doesn’t, something’s wrong.”
Strange, then, that Achraf Hakimi – who’s had arguably the most influential season of any defender in modern football—barely registers in these conversations.
Hakimi has smashed Dani Alves’ 14-year record for most goal contributions by a defender in a season, with 27. He scored the opener in PSG’s Champions League final victory and has been indispensable across every competition – notably featuring in the team of the tournament in Ligue 1, the Champions League, and the Clubs World Cup.
Onze Mondial called him a player who “has continually pushed the limits of his position.” Eurosport went further: “Hakimi is not just a footballer – he’s a phenomenon. A defender who plays like a forward, dictates like a midfielder, and defends with old-school grit – ‘a lateral total’, they called him.”
And yet, the Moroccan is reduced to a supporting role in this narrative. Perhaps his greatest crime is being a defender, or worse – being a Moroccan.
The Ballon d’Or winner will be revealed on September 22. If justice counted, Hakimi’s name would be carved on the trophy already. Instead, we’re treated to PR pitches and media cheerleading.
Hakimi’s “weakness”, as Eurosport drily noted, is simply “being a defender.” In truth, his only real flaw is not being French enough for France’s favourite prize.
