It was a tweet that made waves, but the boat that it rocked was not the public target.
“Who gave FIFA EA Sport permission to use my name and face? @FIFPro? I’m not aware to be a member of Fifpro and if I am I was put there without any real knowledge through some weird maneuver,” Zlatan Ibrahimović asked his 7 million Twitter followers on Monday.
Soon after, Gareth Bale chimed in.
Almost exactly 25 years after the landmark Bosman Ruling gave players freedom of contract, it seemed as if a new front was being waged in the way footballers control their incomes by laying stronger claim over their likenesses and intellectual property.
There was confusion
Soon, Ibrahimovic’s agent Mino Raiola was entering the fray, telling the Daily Telegraph that around 300 players were considering legal action over EA’s use of their likenesses. “The system is wrong, and that is a fight that Zlatan wants to take for all players,” said Raiola.
Except at FIFPro’s Amsterdam headquarters and EA’s global HQ in California, there was confusion – as indeed there was throughout the gaming industry.
‘It's strange that he said FIFA were using his image without his knowledge,’ says Miles Jacobson, Sports Interactive studio director, the company behind Football Manager, which utilises similar licensing deals.
‘He does a face scan with them! I mean, what does he think that that massive bit of equipment that comes in and does a full 3D face scan is for?’
Licensing for player likenesses for EA’s FIFA Soccer megabrand is done in a number of ways.
Players can take the cash
Many leagues have their own licensing agreements with EA, but some individual clubs – like Ibrahimović’s team, AC Milan – do too. On top of this there are some individual players – usually at megastar level, like Kylian Mbappe and previously Bale himself – who have deals with the game publisher.
FIFPro also handle some of the licensing, but this tends to be for smaller leagues and not at a level comparable to that with, say, the EPL which insiders say is valued at £40 million.
This isn’t our fight. This isn’t about EA Sports or video games, players or fans.
‘It’s a couple of thousand euros per player,’ says one source with knowledge of the workings outside the Big Five Leagues. ‘FIFPro pass them on to national player associations. Players can take the cash, or sometimes they take services in kind, like wealth planning or legal services.’
Either way, it seemed, Ibrahimović and Bale were covered by IP agreements with either their clubs or leagues or both.
A battle between agents and FIFPro
So what was going on?
On Thursday, three days after Zlatan’s cryptic Tweet, EA gave an insight in a statement.
The licensing arguments, they said, were not their issue, but ‘being played out in social media for effect’.
‘This isn’t our fight. This isn’t about EA Sports or video games, players or fans. It’s a battle between football agents and FIFPro.’
And by ‘football agents’, they meant one in particular: Mino Raiola.
Son of Campania
Mino Raiola was born in Campania in southern Italy in November 1967. His family moved to the Netherlands when he was an infant, setting up a pizza restaurant in Haarlem and developing a small empire of Italian eateries – 11 by the last count. As a child Mino washed dishes and waited on tables, but because he spoke Dutch better than his father became a teenage business emissary for him, negotiating with banks and the mayor’s office.
He set up his own company, Intermezzo, which helped Dutch companies do business in Italy, and by his own account became a millionaire at 19, after buying and selling a branch of McDonalds to a property developer.
The legendary and notorious Italian sporting director Luciano Moggi was an early enemy. He fell out with Pep Guardiola when he dropped Ibrahimović when at Barcelona. Alex Ferguson called him a “twat” after he took a young Pogba from United to Juventus on a free transfer. FIFA fined him for calling Sepp Blatter a “demented dictator”.
Football, however, was his passion. Still only in his early-20s he became involved with the local club HFC Haarlem, where Ruud Gullit had started out, and became technical director before falling out with the other directors. Then, in 1992 Intermezzo assisted in the transfer of Dutch winger Bryan Roy from Ajax to Foggia. A talker, dealmaker and football obsessive, Raiola had found his niche and started building up contacts.
Emergent agent
Raiola’s first real star was the great Czech midfielder, Pavel Nedved, whom he brought from Sparta Prague to Lazio in 1996. In a glittering career in Rome and later at Juventus, Nedved would become one of Italian football’s great players, winning the Balon D’or in 2003.
But the player who elaveted Raiola to the stratosphere of super agents was a Swedish striker of Yugoslav origin named Zlatan Ibrahimović, whom he first encountered in 2001 while an underachieving prodigy at Ajax.
First impressions of the agent, recalls Ibrahimović in his autobiography, was unpromising: “A bloke in jeans and a Nike T-shirt — and that belly, well, like one of the guys in The Sopranos.” But the pair hit it off. Raiola asked him “Do you want to be the best in the world? Or the player who earns most and can show off the most stuff?” Zlatan told him the latter and Raiola agreed to represent him if the player sold his cars and watches and started training “three times as hard”. He warned: “Your stats are rubbish.”
A "twat"
Ibrahimović listened and Raiola took him from Ajax to Juventus in 2004. Then to Inter, Barcelona, AC Milan and PSG by 2012, accruing €115 worth of transfer fees, from which the superagent took his cut – as he would to facilitate the subsequent free transfers to Man Utd, LA Galaxy and back to Milan.
His policy of acquiring a small band of the most talented and dedicated young players on the planet and seeing them through their careers has brought him a devout following among the superstars he’s managed: Nedved, Zlatan, Paul Pogba, Romelu Lukaku, Gianluigi Donnarumma, Mario Balotelli, Henrikh Mkhitarayn. Pogba became the most costly player in the world in 2016; Ibrahimovic and Lukaku have each been, at various stages, the most expensive player based on cumulative fees.
Others have been less enamoured by Raiola’s approach to the art of the deal. The legendary and notorious Italian sporting director Luciano Moggi was an early enemy. He fell out with Pep Guardiola when he dropped Ibrahimović when at Barcelona. Alex Ferguson called him a “twat” after he took a young Pogba from United to Juventus on a free transfer. FIFA fined him for calling Sepp Blatter a “demented dictator”.
Union boss
Nevertheless Raiola takes his responsibilities as an agent seriously.
Last year he co-founded The Football Forum (TFF) with fellow superagents Jorge Mendes and Jonathan Barnett. TFF describes itself as “an international movement of football agents and players” who aim “to identify, implement, and develop the best professional practice of agency in the game.” Raiola is president, with Barnett and Mendes vice presidents.
Beneath the veneer of lofty ideals –promoting ‘high standards of ethics’, ‘player interests’, ‘transparency’ – is, of course, self interest. One of the key pledges of FIFA president Gianni Infantino’s current term has been to reform the way player agents are allowed to operate and FIFA expects to ratify these reforms next March. TFF are not going to give these an easy passage.
Raiola’s organisation are not the only agents group being consulted on these changes, but they may be the most influential and canny.
He can go to North Korea
Barely had FIFA issued its third and final round of drafts with its consultative partners than Zlatan fired off his tweet. Bale, who also tweeted out, is the most prominent client of Barnett.
“It’s a little bit of a phoney war,” admits a source who is in the crosshairs of the struggle. “It’s a reminder that they can make things difficult and turn up the heat if they want to.”
This is money lost to football. It doesn’t get recycled in the game and filter down through the leagues, like transfer fees. It’s goes outside the game. Gone. Kaput.
Despite naming FIFpro, the player’s union – which hasn’t actually supported the agent reforms yet – isn’t believed to be the true target. That is FIFA.
“We are in a Capitalist world, but Gianni Infantino wants us to become North Korea,” Raiola told the World Football Summit on Thursday. “I have no problem with North Korea, but he can go live there and not me.”
FIFA threat
There is much at stake under the new FIFA guidelines. Globally FIFA says that £476million was spent on intermediaries last year, four times as much as 2015.Agents took £318million from English clubs alone in the 12 months to 31 January, accounting for around a fifth of its transfer economy.
“This is money lost to football. It doesn’t get recycled in the game and filter down through the leagues, like transfer fees. It’s goes outside the game. Gone. Kaput,” says one figure who has lobbied at a global level to rein in agent fees.
Depending on their role in a transfer, under the new regulations, an agent would be limited to taking a one-off sum equal to 3 per cent of a player’s annual salary or 10 per cent of the transfer fee to a selling club. Using last season’s figures this would cut around 40 per cent of the sums paid to agents.
FIFA acknowledge that agents will lose out financially, but claim that the way transfers are conducted will improve.
A little bit brave
“We have evaluated that by introducing these rules, the minimum standards and ethical standards will rise,” FIFA’s chief legal and compliance officer, Emilio García Silvero said earlier this month.
“The easiest thing for us to do would be nothing, but we would like to be a little bit brave in this area,” he said.
“We are very aware that there are some groups that are not happy with some part of the drafts, but we need to protect football from abuses and speculative practices.”
Communist dictators
But no representative body is going to want to see their earnings harmed in such a way.
Earlier this year Raoila likened FIFA to a “communist dictator who tells people what they have to do at all times.”
Complaining that FIFA was becoming too powerful and all encompassing, he added: “FIFA today wants to be everything: the government, the commercial part, the legal part... and that is impossible.”
He can kick off a social media storm, get some of the biggest players in the planet involved and call into question one of its biggest commercial partnerships.
He declared then that he was done with arguing with FIFA and would only negotiate when they took their agent reform proposals off the table. “We don't need FIFA,” he said.
A bit of a phoney war
While recognising Raiola’s power, few took his claims as anything other than bravura – until this week, and Zlatan’s tweet.
“It just shows the influence he and other big agents have,” says one source who is party to FIFA’s consultative process. “He can kick off a social media storm, get some of the biggest players in the planet involved and call into question one of its biggest commercial partnerships.
“It’s a bit of troublemaking and a bit of a phoney war at the moment. But it shows that when the final decisions are made, his presence will probably be felt.”