Wayne Rooney by

1. Ford Sponsorship during first season at Everton - 2003

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In his first professional season, Rooney was already recognised as a star player, meaning brands were fast to work with him. His first car was a sponsorship from Ford, which at the time was a popular model. Many teens the same age would admire Rooney and view his image as inspirational.

Nike advert - 2010

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Rooney features alongside players Ronaldo and Drogba, two of the worlds greatest, and is presented in a way that would motivate and excite fans for the upcoming World Cup. The advert also reminds fans that he is just a normal person that has worked his way up to stardom.

1. First goal against Arsenal - 2002

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Rooney's first goal for Everton against Arsenal shot him to stardom, and was arguably the start of him being a household name, and the start of his image as an 'achieved star'. The widely known commentator Clive Tyldesley remarked, 'Remember the name Wayne Rooney', implying the immediate impact he had in the team, especially as the opponent were unbeaten in almost a year. The goal made him the youngest goal scorer in the Premier League.

2. 'PLEASE BUY ROONEY' - 2004

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The desire for Rooney increased and he signed for Manchester United, becoming the world's most expensive teenager. This conveys how in demand he was as a star, alongside people becoming real fans of him. This image was good media and PR moment, and rare to see that for a player that's not long been on the football scene, portraying that his star image was already influential at such a young age.

3. Hatrick on debut for United - 2004

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The idea of Rooney's image as an 'achieved star' and 'hero' would have been extended here, as to score a hatrick on his debut is something very rare, especially as it was the Champions League- globally viewed tournament which would have broadened fanbase and broadcast his talent and star persona to the world.

5. Premier League victories three seasons in a row - 2006-2009

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Rooney was a key player on one of the best teams in the world at the time in hardest league, asserting his dominance as one of the star players and showing professional talent. This is just one example of the many trophies the team won during his time as a star player.

4. PFA Young Player of Year - 2005

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6. PFA Player of Year - 2010

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By winning this award multiple times, his image stands out from all other players; from this, he became the 'poster boy' for the whole of Premier League due to his individual accolades, not just as a team. He has also been on the cover of FIFA more than any other player, highlighting his incredible star image as a player, and enduring appeal.

7. Overhead kick vs Man City - 2011

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Star image exemplified as he scored the winning goal in Manchester derby which was vital in the race for the title. Proved himself once again with a fearless and talented persona even in crucial moments. This goal remains one of the most well known/ talked about of all time.

8. Appointed captain of United - 2014

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Becoming captain meant that he was the most important player in terms of leadership qualities and determination to support the team. This achievement also proves his longevity at the highest level, from Everton and 16, United at 18 and eventually becoming captain 10 years later, highlighting his dedicated star image.

9. Becomes United's top goal scorer of all time - 2017

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This achievement puts Rooney in the history books above the rest of United's greatest players, enforcing his image as a legend and 'celebrated star'.

10. Rooney rejoins Everton July - 2017

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Although his star image may have changed by this decision, Rooney had proven himself as a loyal player by going back to his roots, not forgetting what team made him. This may have therefore gained him a lot of respect from Everton fans, as he comes across as a grounded star, however drink driving accusations the same year contradict this idea.

11. Signs for DC United - 2018

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His move to America enabled Rooney to broaden his image even more world wide, however implies his instability at this time as he only spent one season at Everton after leaving Manchester United.

12. Signs for Derby County as player and coach - 2020

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Further highlights unstable time of his life as scandals in his private life arguably forced him to move back to England in such a short time.

13. Rooney retires from competitive football - 2021

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Rooney's retirement reminded everyone of the legendary image he built for himself over the last couple decades. Other footballer's reactions convey how he had proven himself both professionally and as a leader.

CLUB CAREER AS PLAYER AND COACH - 2002-PRESENT

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SPONSORSHIP/ PROMOTION

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14. Appointed Manager of Birmingham City - 2023

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Highlights his loyalty and passion to football, this will perhaps be a more mature and wise part of his career and image.

ENGLAND CAREER - 2003-2017

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1. Rooney debuts for England - 2003

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At only 17 years old, his immense talent as an achieved celebrity was made clear as he was thrust onto the international stage.

3. Red card ahead of 2012 Euros - 2011

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His fiery persona on the pitch has come to light on a number of times; some may say it is passion for the game, however some may view his image as reckless and carefree.

4. Made captain of England - 2014

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His image here is extended from 'achieved' and 'celebrated', to becoming the face of patriotism for all football fans in England, as he holds the responsibility on his shoulders. A time of stability in his professional life.

RELATIONSHIP WITH COLEEN - 2002-PRESENT

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The relationship between Wayne and Coleen was thrown into the limelight from when they first started dating at age 16, and has been one of the biggest factors in Wayne's star image; most would argue that his behaviour and scandals during their relationship are the biggest downfall for his reputation and persona.

1. Rooney's cheating scandals - 2002 onwards

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Caught paying for prostitutes and sex workers

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First occurrence of this was revealed in 2004 after the couple had got engaged, and same year he signed for Man United; contrast in star image, as he grows fanbase in his professional career, his personal behaviour starts to overshadow and undermine his talented persona.

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Interviews about the scandals

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Various women that Rooney has allegedly cheated with have sold their story on Rooney to the press, even doing live TV interviews. This kind of exposure once again results in his star image being damaged.

2. Engaged at 17 - 2003

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To be engaged so young would have created a sense that Rooney's persona and image was quite daring and spontaneous, as well as loyal at the time. This contradicts the image presented just a year later when the first cheating scandals came to light. The fact that he proposed in a petrol station may make his audience feel as if he is more relatable, and not one of the richest teenagers at the time! However, the expense of multiple rings given to Coleen over the years may change this perception of his image.

3. Rooney wins legal battle against The Sun newspaper - 2006

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Although he was put in a negative light by The Sun by being accused of abusing Coleen in a nightclub, the win in court meant that he could restore his star image, also helped by the fact that he supposedly gave all the damages money to charity.

4. 'WAG Fever' - 2006

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The 'WAG's' behaviour and antics at the 2006 World Cup was supposedly covered more in the press than the team's progress. Wayne's star image may have been damaged at this time, with his wife's actions shining an unprofessional light on him.

5. The Rooney's Wedding - 2008

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The couple's wedding brought a huge amount of media attention, with the couple supposedly selling the photos to OK! magazine for a reported £2.5 million. As Rooney was still only 22 at the time, the expense and attention of wedding would have elevated his wealthy star image, and perhaps altered the public perception positively to drive away from the cheating scandals not long before.

Wayne cheats on Coleen whilst pregnant - 2010

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Just two years after their wedding, it is revealed that Wayne had slept with multiple prostitutes whilst Coleen was pregnant with their first child. Although admitting that he regretted what he had done instantly, his star image had now been severely damaged in the public eye, coming across as unfaithful and reckless.

Drink driving charges - 2017

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Wayne again sparks cheating rumours as he is caught drink driving in car with woman named Laura Simpson, further damaging his reputation on the pitch and portraying himself as reckless.

1. Mugshot - 2018

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After just a few months playing for new club in America, Rooney's image is further damaged by arrest in airport, conveying his personal struggles and reckless persona once again.

Rooney's night out with barmaid - 2019

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This came at a time before the new football season started and when his wife and children were back at home, once again portraying the image of him as a rebel.

2. Kian. E, Pedersen. P & Vincent. J (2011) 'Flying the flag: gender and national identity in English newspapers during the 2006 World Cup'. Soccer & Society, Vol. 12. pp 616-619

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This journal describes Rooney in contradicting ways, much like his star image is throughout his life. The authors describe him as a 'divine saviour' but also a 'man-child' and 'desperate dan'. They also highlight his asserted dominance over Coleen who plays a more subordinate role, conveying his star image as powerful and influential, but not always in a good light.

Brand. A & Niemann. A (2014) 'EJC Rulings or Wayne Rooney's Hair- Issues, Non-Issues and Hidden Issues in Online Football Fan Discourse. pp. 7-10.

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This paper finds that Rooney gains a huge amount of attention over things so simple such as his hair; despite Wayne being extremely rich and famous, fans may connect to the star's image as his persona comes across as relatable in these type of circumstances. - "It is simply the case that, more often than not, issues that are being debated in online football fan discourse do not seem to be related at all to what we expected to find... What she found was extensive commentary on Wayne Rooney’s hair transplant – at this time the big news at least in British online football chats"

Coad, D. (2005) 'Euro 2004 and Football Fashion'. Journal of Sport and Social Issues, Vol. 29. pp 122-126

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This article not only describes the success of Rooney as a player, portraying his star persona as a national emblem, but also his secondary media outlet as a brand ambassador - "Rooney already has four major sponsorship deals as well as a range of designer clothing in his own name. Who would want to look like Rooney, even in a suit, remains a mystery." This suggests that despite most not being a fan of him partly due to his appearance unlike other players at the time such as David Beckham, Rooney has built his image and fandom based on talent and his relatable persona, therefore allowing brands to have the desire to work with him.

6. 'Wagatha Christie' - 2019-2022

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During this time, Wayne could be viewed as a supportive family man and husband as he cuts his US career short and returns to England to help his wife through the legal battle. The Wagatha Christie scandal brought a huge amount of media attention to the couple, and elevated Rooney's image as a star.

8. Coleen releases her own documentary - 2023

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This documentary talks about the struggle of being shot to fame alongside Wayne at just 16, and sheds light on her true feelings concerning her husband's cheating scandals; this damages his star image further as he is viewed as the 'bad guy' in times when his wife was really struggling. However, the documentary complicates his image as his personal involvement in the series shows his support for his wife, conveying a united front and him again as 'authentic'.

Pictured with three girls in hotel room - 2021

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Although it was denied that he physically cheated on his wife, Rooney is again thrown into another scandal, emphasising his chaotic, rebellious and almost unsurprising star image. This persona contradicts the positive and supportive image many would have had at the time during the Wagatha Christie time period. Also the same year that he retired from playing football where he was being remembered as a national hero.

8. Releases his own documentary - 2022

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By releasing his own documentary, Rooney's image can be viewed in many ways. There is the idea of him attempting to appear as the 'authentic' star, as he gives fans a larger insight into his personal life than ever before, perhaps appearing as respectable and genuine. However, a lot of past rumours and scandals are brought to light, perhaps damaging his star image for certain people that weren't aware of his scandalous persona.

5. Breaking Sir Bobby Charlton's record for England - 2015

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By breaking the record of one of the greatest player's of all time, Rooney's star image will be remembered for years to come in this moment as he celebrated by his whole country.

7. Rooney retires from England squad - 2017

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His star image in this time of his life was perhaps a mix of reminiscing on the achievements he made for his country, but also the thought that his image was slowly decreasing in terms of his star quality.

6. Responsible captain - 2016

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Rooney's image as England captain at this time was critical as he was seen as the lead support, by giving advice to fans to remain safe and sensible during the 2016 Euros. His star image can be viewed as very mixed during this time as his personal life was constantly contradicting the professional persona he displayed.

Releases Autobiography - 2006

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Releases another book - 2013

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3. £5 million book deal with HarperCollins - 2006

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Rooney talks about wanting people to see a different side of him through his books, implying that he wants to alter the narrative people already have of him, to the authentic and genuine star.

6. £6 million a year on brand deals by - 2012

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The enormity of his financial gain despite being dropped by brands due to his personal behaviour implies his wealthy lifestyle and image that is shared by the media.

4. Wayne and Coleen set to be face of ASDA ahead of World Cup - 2006

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Wayne and Coleen together enables brands to capitalise on their image as a couple, however they may have had many more opportunities if it wasn't for Wayne's disloyal image.

5. Advert for Powerade (Coca Cola) - 2010

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Rooney was sponsored by Coca- Cola for a number of years, before being dropped after his cheating scandal in 2010. The advertisement done for them undoubtedly boosted his star image in terms of skill and talent.

Nike advert- 2009

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2. Brand deals with Nike - Start in 2004

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Rooney started his sponsorship with Nike in 2004, at just 18 years old, signing a contract for £1 million per season. This highlights the demand for him as a young and talented star.

7. Samsung advert - 2013

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Here Rooney is featured among the likes of Ronaldo and Messi, who many would say are the two greatest footballer's of all time. The endorsement by Samsung propels his star image as influential and talented.

9. Rooney's net worth - 2023

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The star's current net worth estimated at £100 million. A lot of this comes from his multitude of brand deals, but also his impressive car collection, and multiple properties that he owns. This is also part of his star image, as he appears to be living in a luxurious lifestyle and wealth despite personal headlines.

2. Talks of alcohol struggles - 2023

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Rooney opening up on Rob Burrows podcast about his struggles in his early career, both lets his audience see another side to him, as a genuine star struggling in the limelight, but also shedding light on his irresponsible behaviour and persona.

THE TROUBLED STAR

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THE NATIONAL HERO/ ACHIEVED STAR

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Rooney's time as a competitive footballer has seen him become one of the biggest sporting stars of all time, his image seen as legendary, heroic and talented. However, he has also had his fair share of issues along the way.

7. Impressive new home offering private life - 2021

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The Rooney's list of properties have been a topic of media craze and attention throughout their relationship. Here, they give the public an insight into their private life, allowing fans to perhaps feel a sense of closeness to them, which is also helped by the documentaries produced.

FANDOM/ MEDIA

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The media have always played a key role in the star image of Wayne Rooney; whether it's spreading rumours about his relationship and scandals, promoting his next brand deal, showing off his undeniable talent or allowing fans an insight into his private life. Without the media, his fanbase, online hate and star image would be nowhere near as large.

Social Media Fanbase

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Rooney has an impressive 16.2 million followers on his Instagram account. Most of his posts highlight either his football career or presents him as family man, conveying a different side of his image to his fans, perhaps as a more 'authentic' insight into his life.

The Charitable Star (2015)

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Named as NSPCC Ambassador for Childhood in 2015

Wayne Rooney Foundation (2016)

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Rooney followed this by setting up his own foundation to donate to various charities, conveying a star persona of being down to earth and generous, contradicting what many may think of him due to previous scandals.

Commons. M, Commons- Miller. L, Salaita. R & Tuladhar. C 'Stars that crash' (2014) pp. 100-102

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This article links ideas about celebrity's addictions or struggles in relation to narcissism, a trait which some may say is part of Rooney's image.

His success led to a huge fandom, aligning with the article's findings that "the inflated ego (a characteristic of narcissism) is connected to addiction... One can infer that satisfying maladaptive behaviors may reinforce the narcissists’ underlying issues, such as their need for admiration and sense of entitlement."