Everything is the other way around  
Yamal has the same level of PR as Messi, maybe he is the new son of FIFA. If this is the case, you will get tired of his Ballon d’Ors, no matter how he plays (I do not deny that he is talented), plus the Spanish national team is very strong, it is very easy to promote him. In general, history is written by those who manage PR. Even now, no one remembers how good Haaland or Salah were, although it was just couple-season ago.