The Most Marketable Football Players in 2023

Football is not just a sport; it’s a business. The commercial potential of individual players has skyrocketed in recent years, with brands clamoring for exposure and lucrative contracts being offered to those who achieve a certain status as professional athletes. But who are the most marketable players in the world of football? According to SportsPro Media’s latest rankings for 2023, Lionel Messi has emerged as the most marketable athlete, surpassing Cristiano Ronaldo, who held the top spot last year. Let’s delve into the details and explore the commercial pulling power of these football icons and other notable players on the list.

Messi vs. Ronaldo: A Shift in Marketability

In a surprising turn of events, Lionel Messi has claimed the title of the world’s most marketable athlete in 2023, dethroning Cristiano Ronaldo, who topped the list in the previous year. Messi’s groundbreaking move to MLS side Inter Miami has undoubtedly contributed to his increased marketability. His contract with the Herons includes a share of profits from merchandise sales, further cementing his status as a commercial powerhouse. Additionally, Messi has secured a deal with Apple, which streams MLS matches, and recently released a documentary showcasing his remarkable World Cup triumph in Qatar.

On the other hand, Ronaldo has slipped down the rankings to 27th place, a significant drop from his first-place position in the previous year. The Portuguese superstar made a move to Saudi Pro League giants Al-Nassr, leaving behind his stint at Manchester United. Despite his age, Ronaldo continues to defy expectations with his exceptional performance, scoring 11 goals and providing six assists in just 11 games across competitions this season. He was even awarded the Saudi Pro League’s Player of the Month for August and September.

The Top 10 Most Marketable Athletes

Let’s take a closer look at the top 10 most marketable athletes in the world, as determined by SportsPro Media’s rankings for 2023:

1. Lionel Messi

With a staggering marketability score of 94.81 out of 100, Lionel Messi reigns supreme as the most marketable athlete in the world. The Argentinian icon’s fame extends far beyond the football pitch, making him a magnet for brands. Some of his notable partnerships include Adidas, PepsiCo, Budweiser, and Mastercard.

2. LeBron James

Basketball legend LeBron James secures the second spot on the list. Known for his exceptional skills and off-court activism, James has become a global icon. His partnerships with brands like Nike, Beats by Dre, and Coca-Cola have solidified his marketability.

3. Alex Morgan

Alex Morgan, a USWNT legend, claims the title of the highest-ranking women’s footballer on the list. With partnerships with Nike, Coca-Cola, and AT&T, Morgan’s brand strength and formidable reputation have placed her in the top three.

4. Giannis Antetokounmpo

Greek basketball sensation Giannis Antetokounmpo showcases his marketability with a fourth-place ranking. As a Nike athlete and the face of various campaigns, Antetokounmpo’s popularity extends beyond the basketball court.

5. Megan Rapinoe

Another USWNT superstar, Megan Rapinoe, holds the fifth spot on the list. Her exceptional on-pitch performance, combined with her strong brand presence and partnerships with major companies like Nike, have propelled her into the top five.

6. Mikaela Shiffrin

American alpine ski racer Mikaela Shiffrin secures the sixth position. Shiffrin’s dominance in the sport has garnered her numerous sponsorships, including partnerships with Atomic and Barilla.

7. Lewis Hamilton

Formula 1 superstar Lewis Hamilton continues to captivate audiences both on and off the track. His success in the sport, coupled with his activism for social and environmental causes, has solidified his marketability. Hamilton represents Mercedes and has collaborations with Tommy Hilfiger and Puma.

8. Simone Biles

Gymnastics prodigy Simone Biles takes the eighth spot on the list. Biles’ incredible athleticism and awe-inspiring performances have made her an icon in the world of sports. She represents brands like Nike, Uber Eats, and Athleta.

9. Kylian Mbappe

As the highest-ranking men’s footballer on the list, Kylian Mbappe secures the ninth position. The Paris Saint-Germain superstar’s skills and marketability have made him a sought-after athlete for brands worldwide. Mbappe is a Nike athlete and is likely to attract even more commercial deals in the future.

10. Max Verstappen

Formula 1 driver Max Verstappen rounds up the top 10 list. Verstappen’s electrifying performances on the race track have captured the attention of fans and brands alike. His partnership with Red Bull Racing and endorsements with brands like Jumbo Supermarkets have contributed to his marketability.

The Marketability of Players in Their Thirties

One interesting observation made by Harry Kane is the improvement in performance and marketability of players as they enter their thirties. He cites Cristiano Ronaldo, Lionel Messi, Robert Lewandowski, and Zlatan Ibrahimovic as prime examples of players who have seemingly gotten better with age. According to Kane, reaching this stage of life brings stability in personal matters, such as family life, which can positively impact a player’s performance on the field.

Cristiano Ronaldo, in particular, continues to defy age expectations. Despite being 38 years old, Ronaldo’s performance at Al-Nassr has been exceptional, with 11 goals and six assists in just 11 games across competitions this season. His marketability remains strong, and he was even awarded the Saudi Pro League’s Player of the Month for his outstanding contributions.

Similarly, Lionel Messi has shown no signs of slowing down since his move to Inter Miami. The 36-year-old has made a scintillating start to his MLS career, scoring 11 goals and providing five assists in just five games across competitions. His marketability has soared, solidifying his position as the most marketable athlete in the world.

Conclusion

The world of football is not just about the game; it’s a thriving business where individual players hold significant commercial value. Messi’s rise to the top as the most marketable athlete in 2023, surpassing Ronaldo, highlights the dynamic nature of player marketability. However, both players continue to captivate audiences with their exceptional performances, defying age expectations and solidifying their positions as global icons.

The rankings also shed light on the marketability of other notable footballers, such as Mbappe, Kane, and Neymar, who have secured spots in the top 50. These athletes, with their exceptional skills and strong brand presence, continue to attract the attention of both fans and brands worldwide.

As the football landscape evolves, it will be fascinating to see how marketability and commercial partnerships shape the careers of these athletes. With their immense popularity and the ever-growing commercial potential of football, the marketability of players is set to continue its rise in the years to come.

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