From Footballer to Brand: Inside BY8 Media
Football no longer stops when the final whistle blows. For Ricardo Rolando, co-founder of BY8 Media alongside Carlos Berkhout, what happens beyond the pitch has become just as interesting as what happens on it. In an industry increasingly shaped by social media, content and commercial partnerships, footballers are building increasingly visible identities away from matchday. But turning that visibility into a strong, authentic brand requires more than simply being active online.
In an industry increasingly shaped by social media, content and commercial partnerships, footballers are building increasingly visible identities away from matchday. But turning that visibility into a strong, authentic brand requires more than simply being active online. In conversation with Life After Football for magazine Issue 88, Rolando explains how BY8 Media approaches that space, and why he believes athletes need to be seen as more than just football players.
Building the Player Beyond the Pitch
For Rolando, BY8 Media is first and foremost a strategic partner for athletes. The company works with players, but also clubs, brands and leagues, helping develop everything from positioning and content strategy to brand partnerships and production.
BY8 Media is in the first place a strategic partner for athletes, but now we are broader than that.
The idea is to look at the bigger picture around a player. Who are they? What do they stand for? And how can their personality and story translate into opportunities beyond their performances on the pitch?
When Timing, Talent and Story Come Together
One of the projects that stands out most for Rolando involved Donyell Malen. At the time, Malen was playing in the Champions League final against Real Madrid and had just signed with Adidas. For BY8 Media, it became one of the company’s first major projects: A moment where the player, the timing and the creative direction all came together. For Ricardo, it was exactly the kind of project that demonstrates why he believes in the space BY8 Media operates in. The right story, at the right moment, can turn a football moment into something that reaches far beyond the game itself. And importantly, it is not only about exposure. It is about creating something that feels right for the athlete.
Navigating a Football “Jungle”
Working in the commercial side of football comes with its own challenges. Rolando describes the industry as a “jungle”, a world where significant amounts of money are involved and where many people want something from professional players. That is also where he sees an opportunity for BY8 Media to do things differently.
By being loyal and transparent, we want to bring change in our own way.
For Ricardo, trust is at the heart of that approach. In an industry where opportunities can be short-lived, he believes that doing what you say you will do, and going the extra mile, is what ultimately builds lasting relationships. As the role of the footballer continues to evolve, so does the space around the player. Social media, storytelling, partnerships and personal identity are no longer simply extras to a football career. They have become part of the modern game.
Read the Full Interview
This is only a glimpse into Ricardo Rolando’s story and his vision for the future of athlete branding. In Life After Football Issue 88, he opens up further about his journey, the experiences that shaped him, the philosophy behind BY8 Media and what it takes to build something that lasts beyond the pitch.
Discover the full interview with Ricardo Rolando co-founder of BY8 Media in Issue 88.
