Why so much Neymar rage? He is the complete attacking footballer

t is a mark of Neymar’s versatility as a brand vehicle that he has been able to lend his commercial presence to such a wide range of products, from Neymar-approved financial services, to the selection of a Neymar-endorsed bacterial mouthwash partner. This portfolio has raked in at least €100m since his move to Europe. It might also – among other things – go some way to explaining why so many people seem to dislike him; and dislike him to such an extreme degree.

Admittedly some of these tie-ins are a better fit than others. The car battery campaign still seems jarring, with its central portrait of Neymar in sleek tailored overalls, eyes bright, cheekbones clenched, clutching a fresh battery to his chest in sexy-determined-mechanic mode.

Cheers for that Neymar. I might just have a look at the place under the railway arches.

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The perfume ads work better. Neymar obviously smells nice, or at least in a way that is striking and aspirational. Neymar smells of cinnamon, gold and hand-cured calfskin upholstery. He smells of jet fumes and human avarice. He smells of the heather-scented bidet seal in the unused rooftop suite of a new-build seven-star private island hotel.

The same goes for Tenys Pé Baruel, “the world’s the No 1 foot deodorant” – Neymar’s feet are made of sherbet and hummingbird bones – and for the denim campaigns, the underwear gigs. This is Neymar’s world, the daily grind of a lifestyle vessel, a man who is essentially two parts baseball cap.

Perhaps the main consequence of this commercial ubiquity is a kind of disorientation. Why do people hate Neymar so much? There are some obvious reasons. On-pitch theatrics. Hairstyle stuff. The gaudiness of his public persona. Let’s face it, Neymar is ticking a lot of boxes here. It is the extreme nature of the Neymar rage that stands out, to the extent it is hard to name another elite athlete who has been so roundly dismissed, talents scorned, simply because people don’t like them

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