'J-Lingz is my business guy' - Jesse Lingard reveals how iconic celebration came about with Man Utd hotel room story

The celebration, which features the England international forming the letters "J" and "L" with his fingers, was first conceived during his time at Manchester United and, interestingly, it was born not on the pitch, but in a hotel room. Recalling the story, Lingard shared that the idea first came to him ahead of a match against West Brom.

Speaking to GQ Korea, Lingard said: "When I was at Manchester United, we played West Brom away. I was trying to practice that celebration. First, I was like doing different things. I turned J & L. So, if I scored today, I would do that celebration. So I scored and did that. Not many people knew what was going on. And eventually, I explained what it means. That's my later ego, J-Lingz. That's my business, guy."

The "J-Lingz" celebration was more than just an on-field quirk - it marked the birth of a personal brand. In 2018, just before flying out with England for the World Cup in Russia, Lingard took steps to legally protect his celebration. He registered trademarks that covered a wide range of fashion products, including clothing, footwear, and headgear. The same year, the first wave of JLingz merchandise hit the market. T-shirts, hoodies, and caps adorned with his logo and stylised initials became available for fans who wanted to show their support.

It has since been revealed that the JLingz company, which operated for over six years, never turned a profit. Mounting financial issues eventually led to the company folding, with reports indicating it had accumulated nearly £300,000 in debt by the time operations ceased.

Lingard's on-field career has also seen major shifts since his departure from United in 2022. After leaving Old Trafford on a free transfer, he had a short stint at Nottingham Forest. In a surprising yet refreshing move, the 32-year-old opted to sign with South Korean club FC Seoul. While it may have appeared to be an unconventional choice, the switch has offered Lingard a much-needed reset.