Who would have said, six months ago, that Karim Benzema would once again become the darling of the French supporters? At the time, the Real Madrid star certainly shone in Spain, as he has done for several years, but above all he continued to be banned from the bench of the France team. At the time of the opening of his trial in the sextape blackmail case of Mathieu Valbuena, Wednesday, October 20, his image has completely changed.
The winds of change had started to blow when, realizing that the ex-enfant terrible had calmed down and continued to stack goals in the White House, supporters no longer demanded his head but his return. A gradual shift, fueled by the fact that, on the ground, the Blues lacked an attacker of this profile, both player and scorer.
The changeover took place on May 18, 2021. That day, the native of Lyon was called to the French team by coach Didier Deschamps with a view to the Euro. “At that time, Didier Deschamps somewhat erased the debt that Benzema could owe him and the France team”, explains Virgile Caillet, general delegate of the Union sport et cycle, and expert in sports marketing. “This comeback in France could only be done with the France team”, confirms Magali Tézenas du Montcel, Managing Director of Sporsora, an organization that brings together players in the sports economy.
This new mark of confidence was a turning point for the player. Because that was just what he was missing. “He was irreproachable on the sporting level, and all he lacked was this absolution given by Didier Deschamps during this Euro, Virgile Caillet analysis. Deschamps was really the sticking point. From the moment Didier Deschamps, who has exceptional credit in the eyes of the general public, opens the doors of the France team to him, instantly the attitude of the general public has become rather benevolent towards him “, continues the specialist in sports marketing.
Before adding: “Let us not forget the amplifying effect of the media which really cultivated this hatred and this resentment that there was between the coach and him. Unconsciously and given the credit given to the coach already at the time, public opinion sided with Deschamps and the French team, against Karim Benzema. ”
The bet of this outstretched hand turned out to be a winner. Since his return to Blue, Karim Benzema has never disappointed. Not even at the Euro, while the results were nevertheless negative for the Habs. He even quickly became a technical leader of the team and offered himself, ten days ago, his first national team title, after the French victory against the Spaniards in the League of Nations.
His return to Blue was a rediscovery for the general public. “The vast majority of French people who are interested in the French football team are not hyperspecialists and do not follow the matches of the Spanish league (Liga), underlines Virgile Caillet. From the moment when Benzema no longer appears in the spectrum of charismatic leaders of the Blues, the general public has forgotten him a little. Add to that some unfortunate remarks (in 2016 towards Didier Deschamps and Noël Le Graet), the case of the sextape and awkward photos (publications posted on social networks displaying a very bling-bling lifestyle), this makes him a player who was not desired in the France team ”.
Time has done its work and today the observation is clear: Karim Benzema does nothing other than to shine on the pitch. Calm and smiling, he appears as a calm man who has matured. He is no longer that rebellious player who never smiled and displayed material arrogance on social media. “He had very intelligent speeches when he returned to the selection, where he was humble and expressed his joy to come back to the France team and represent his country. He was sincere and genuine and the public did not s ‘Make no mistake about it. And on the ground, he showed that he wanted to help France win and contribute to collective success “, argues Magali Tézenas du Montcel.
“Today, we find a player who is talked about only on the sporting level, and not at all on the extra-sporting level.”
Virgile Caillet, sports marketing expertto franceinfo: sport
“In general, when we talk more about escapades and troubles off the field, this is when the image deteriorates in terms of marketing and media”, underlines Virgile Caillet again. “On another level, we see it a bit with Neymar today, adds the specialist. There is this ambiguity of the public which recognizes him as an exceptional player but at the same time finds it very difficult to accept the man, because he is talked about outside of football. ”
Today, Karim Benzema has won back the hearts of French supporters. So much so that some already see it as the next Golden Ball. If his performances with Real have always made him a potential winner, his return to the national team naturally strengthens his candidacy. “It is very significant of the evolution of the perception of the general public, Virgile Caillet analysis. Before his return to the France team, at best he was a little forgotten, and at worst plagued. And today, I will not say that it is the darling of the French, but in any case, between Mbappé, Griezmann and him, there is a match on this subject. ”
But can this love rediscovered with the French public be put at risk again if Karim Benzema is convicted in the so-called “sextape” trial which opens on Wednesday, October 19? A priori, no, answers Virgile Caillet. “Of course, if he were to be found guilty, the announcement will make its little buzz at the time of the verdict. But the case is more than five years old now, everything has been said, and I am not sure that the French hold it against him, at least not to the point of modifying their perception that they now have of him. “
However, as Magali Tézenas du Montcel underlines, in communication, “an image is very fragile”. “Even if his image has been built over the past few years, and he has found a very positive one thanks to his return to the France team, public opinion can sometimes turn around quite quickly”, warns the specialist.