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PICO LOPES’ WORLD Cup adventure may be over, but branding experts believe the biggest opportunity of his career could be just beginning.
The Shamrock Rovers captain returned to Ireland this week after helping Cape Verde become one of the surprise packages of the World Cup, where his performances, and the story of his unlikely path to football’s biggest stage, captured the imagination of Irish and international fans.
Now, experts say the 34-year-old defender has a short but significant window to turn that popularity into a long-term profile beyond the pitch.
His first move came quickly. RTÉ brought him into its World Cup coverage as a pundit for Tuesday night’s Argentina-Egypt clash, exactly the kind of opportunity communications specialists expected. He’s going to feature again for the quarter-final meeting of England and Norway on Saturday.
“Media is the most immediate opportunity because he is articulate, genuine and has just lived the story,” Rob Pearson, managing director of public relations firm Teneo’s sports advisory team, told The Journal.
“That’s why the RTÉ move makes so much sense.”
Irish football has a long tradition of former players becoming familiar faces on television, with RTÉ’s World Cup coverage regularly featuring former Republic of Ireland internationals such as Richie Sadlier, Kenny Cunningham and Ronnie Whelan.
Lopes is also due to feature on The Big Interview with Colette Fitzpatrick on Virgin Media One on Sunday night, alongside his wife Leah and mother Judie, in an episode reflecting on his journey from Dublin football to the World Cup knockout stages.
Pearson said Lopes’ profile has changed dramatically in just a matter of weeks.
“Three weeks ago Pico was well known to League of Ireland supporters, now he’s a household name,” he said.
“Pico’s is the classic underdog story that grabbed a nation that so desperately wanted to have a horse in the race.”
Pearson noted that Ireland’s fascination with Cape Verde was reflected in the television audience, with RTÉ’s coverage of their clash against Argentina averaging 369,000 viewers despite kicking off at 11pm, as well as generating more than 638,000 streams.
Pearson believes Lopes now has a narrow window to build on that momentum.
“Life can return to normal very quickly after a tournament, so there is a critical couple of months where he can either drift back into life before the World Cup or use this moment to step into a broader career as not just a footballer, but a broadcaster, public speaker and brand ambassador.”
While media opportunities are likely to come first, Pearson expects sponsorships and ambassador roles to follow.
Brands connected to sport, health, community, inclusivity and family would all be natural fits, Pearson said, particularly given Lopes’ image as a grounded family man and his advocacy for inclusivity in football.
His social media following has also exploded during the tournament, rising from just over 10,000 before the World Cup to more than 141,000 followers.
“If a brand is currently looking for an ambassador to front a public-facing campaign then Pico is without doubt part of that conversation,” Pearson said.
Paddy O’Dea, senior partner at communications firm FINN Partners, agrees that Lopes’ appeal goes beyond football.
“His profile has obviously skyrocketed in recent weeks,” O’Dea told The Journal.
“Critically, he is a warm, likeable character and so is his family. He is also the embodiment of a brilliant underdog story, something that has universal appeal.”
O’Dea said RTÉ’s decision to bring him into its World Cup coverage was “really smart by both parties”.
“He came across really well; both likeable and articulate.”
However, he warned that athletes often assume opportunities will simply arrive.
“The onus will be on him and his agent to consider what his unique selling point is and why this is relevant to brands beyond the life cycle of the current World Cup.”
The experts also believe Shamrock Rovers should capitalise on their captain’s newfound fame.
Pearson said Lopes could become the face of season ticket campaigns, club content and community initiatives.
“They are already the powerhouse of the League of Ireland, and I would expect to see him fronting season ticket campaigns, feature in more club content and be more involved in community outreach initiatives,” he said.
O’Dea added that the League of Ireland itself also has an opportunity to benefit.
“Lopes’ World Cup odyssey is another example of a storyline that can bring casual sports fans towards the league,” O’Dea said.
“It wouldn’t be a surprise to see Lopes on the pundit couch in some capacity in the near future.”
For now, though, both experts agree that the key will be making the right choices.
Rather than accepting every opportunity that comes his way, Pearson said Lopes should focus on partnerships that feel authentic.
“The key is making good early decisions and not jumping at the first offer that lands on his doorstep.”
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