During a panel at Soccerex’s virtual conference, on how footballers have become media entities, at times as big or bigger than their clubs. Dr. Erkut Sogut announced that instead of signing boot deals with the likes of Nike, Adidas, Puma, or similar, he believes players have the opportunity to start branding, manufacturing and owning their own football boots – starting with Mesut Ozil.

Ozil already boasts an immense following, and a strong, recognisable brand in M10, which has already branched out into eSports and streetwear. The launching of his own boot is the next step in the progression of footballers taking further ownership of their own careers, without the need for outside involvement.

See the full panel below, including thoughts from former Manchester United defender, Mikael Silvestre, MediaCom’s Misha Sher, Michele Rinchiuso from Roc Nation and The Times Chief Football Writer, Henry Winter.