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Lionel Messi
1
2020
Lionel Messi
Argentinian, 33, Soccer
Reach:
50
Relevance:
5
Resonance:
23
Return:
37
Athlete Influencer Score: 115
1
Lionel Messi Argentinian, 33, Soccer Athlete Influencer Score 115
50 5 23 37
Cristiano Ronaldo
2
2020
Cristiano Ronaldo
Portuguese, 35, Soccer
Reach:
50
Relevance:
5
Resonance:
24
Return:
34
Athlete Influencer Score: 113
2
Cristiano Ronaldo Portuguese, 35, Soccer Athlete Influencer Score 113
50 5 24 34
LeBron James
3
2020
LeBron James
American, 35, Basketball
Reach:
50
Relevance:
5
Resonance:
18
Return:
37
Athlete Influencer Score: 110
3
LeBron James American, 35, Basketball Athlete Influencer Score 110
50 5 18 37
Virat Kohli
4
2020
Virat Kohli
Indian, 31, Cricket
Reach:
43
Relevance:
9
Resonance:
26
Return:
31
Athlete Influencer Score: 109
4
Virat Kohli Indian, 31, Cricket Athlete Influencer Score 109
43 9 26 31
Bianca Andreescu
5
2020
Bianca Andreescu
Canadian, 20, Tennis
Reach:
30
Relevance:
48
Resonance:
11
Return:
18
Athlete Influencer Score: 107
5
Bianca Andreescu Canadian, 20, Tennis Athlete Influencer Score 107
30 48 11 18
Neymar Jr
6
2020
Neymar Jr
Brazilian, 28, Soccer
Reach:
50
Relevance:
3
Resonance:
21
Return:
22
Athlete Influencer Score: 107
6
Neymar Jr Brazilian, 28, Soccer Athlete Influencer Score 107
50 3 21 22
Khabib Nurmagomedov
7
2020
Khabib Nurmagomedov
Russian, 32, MMA
Reach:
43
Relevance:
5
Resonance:
33
Return:
25
Athlete Influencer Score: 106
7
Khabib Nurmagomedov Russian, 32, MMA Athlete Influencer Score 106
43 5 33 25
Rohit Sharma
8
2020
Rohit Sharma
Indian, 33, Cricket
Reach:
42
Relevance:
10
Resonance:
18
Return:
33
Athlete Influencer Score: 103
8
Rohit Sharma Indian, 33, Cricket Athlete Influencer Score 103
42 10 18 33
Mohamed Salah
9
2020
Mohamed Salah
Egyptian, 28, Soccer
Reach:
44
Relevance:
6
Resonance:
16
Return:
37
Athlete Influencer Score: 103
9
Mohamed Salah Egyptian, 28, Soccer Athlete Influencer Score 103
44 6 16 37
Paulo Dybala
10
2020
Paulo Dybala
Argentinian, 26, Soccer
Reach:
38
Relevance:
6
Resonance:
18
Return:
38
Athlete Influencer Score: 100
10
Paulo Dybala Argentinian, 26, Soccer Athlete Influencer Score 100
38 6 18 38
Eden Hazard
11
2020
Eden Hazard
Belgian, 29, Soccer
Reach:
41
Relevance:
6
Resonance:
14
Return:
38
Athlete Influencer Score: 99
11
Eden Hazard Belgian, 29, Soccer Athlete Influencer Score 99
41 6 14 38
Ryan Garcia
12
2020
Ryan Garcia
American, 22, Boxing
Reach:
26
Relevance:
17
Resonance:
29
Return:
24
Athlete Influencer Score: 97
12
Ryan Garcia American, 22, Boxing Athlete Influencer Score 97
26 17 29 24
Steph Curry
13
2020
Steph Curry
American, 32, Basketball
Reach:
47
Relevance:
4
Resonance:
19
Return:
26
Athlete Influencer Score: 96
13
Steph Curry American, 32, Basketball Athlete Influencer Score 96
47 4 19 26
Simone Biles
14
2020
Simone Biles
American, 23, Gymnastics
Reach:
50
Relevance:
7
Resonance:
24
Return:
14
Athlete Influencer Score: 95
14
Simone Biles American, 23, Gymnastics Athlete Influencer Score 95
50 7 24 14
Kylian Mbappé
15
2020
Kylian Mbappé
French, 21, Soccer
Reach:
35
Relevance:
6
Resonance:
17
Return:
35
Athlete Influencer Score: 93
15
Kylian Mbappé French, 21, Soccer Athlete Influencer Score 93
35 6 17 35
Erling Haaland
16
2020
Erling Haaland
Norwegian, 20, Soccer
Reach:
30
Relevance:
11
Resonance:
5
Return:
17
Athlete Influencer Score: 92
16
Erling Haaland Norwegian, 20, Soccer Athlete Influencer Score 92
30 11 5 17
Alex Morgan
17
2020
Alex Morgan
American, 31, Soccer
Reach:
34
Relevance:
11
Resonance:
13
Return:
33
Athlete Influencer Score: 92
17
Alex Morgan American, 31, Soccer Athlete Influencer Score 92
34 11 13 33
Coco Gauff
18
2020
Coco Gauff
American, 16, Tennis
Reach:
29
Relevance:
44
Resonance:
6
Return:
12
Athlete Influencer Score: 92
18
Coco Gauff American, 16, Tennis Athlete Influencer Score 92
29 44 6 12
Paul Pogba
19
2020
Paul Pogba
French, 27, Soccer
Reach:
40
Relevance:
4
Resonance:
15
Return:
31
Athlete Influencer Score: 90
19
Paul Pogba French, 27, Soccer Athlete Influencer Score 90
40 4 15 31
Robert Lewandowski
20
2020
Robert Lewandowski
Polish, 32, Soccer
Reach:
39
Relevance:
4
Resonance:
23
Return:
21
Athlete Influencer Score: 87
20
Robert Lewandowski Polish, 32, Soccer Athlete Influencer Score 87
39 4 23 21
Lewis Hamilton
21
2020
Lewis Hamilton
British, 35, Motorsport
Reach:
44
Relevance:
5
Resonance:
20
Return:
18
Athlete Influencer Score: 87
21
Lewis Hamilton British, 35, Motorsport Athlete Influencer Score 87
44 5 20 18
Dina Asher-Smith
22
2020
Dina Asher-Smith
British, 24, Athletics
Reach:
12
Relevance:
31
Resonance:
23
Return:
20
Athlete Influencer Score: 86
22
Dina Asher-Smith British, 24, Athletics Athlete Influencer Score 86
12 31 23 20
Virgil van Dijk
23
2020
Virgil van Dijk
Dutch, 29, Soccer
Reach:
34
Relevance:
13
Resonance:
13
Return:
23
Athlete Influencer Score: 84
23
Virgil van Dijk Dutch, 29, Soccer Athlete Influencer Score 84
34 13 13 23
Jorge Masvidal
24
2020
Jorge Masvidal
American, 35, MMA
Reach:
24
Relevance:
24
Resonance:
17
Return:
20
Athlete Influencer Score: 84
24
Jorge Masvidal American, 35, MMA Athlete Influencer Score 84
24 24 17 20
Megan Rapinoe
25
2020
Megan Rapinoe
American, 35, Soccer
Reach:
33
Relevance:
24
Resonance:
16
Return:
10
Athlete Influencer Score: 83
25
Megan Rapinoe American, 35, Soccer Athlete Influencer Score 83
33 24 16 10
Patrick Mahomes
26
2020
Patrick Mahomes
American, 25, Football
Reach:
31
Relevance:
19
Resonance:
7
Return:
25
Athlete Influencer Score: 82
26
Patrick Mahomes American, 25, Football Athlete Influencer Score 82
31 19 7 25
Sky Brown
27
2020
Sky Brown
British, 12, Skateboarding
Reach:
27
Relevance:
11
Resonance:
23
Return:
20
Athlete Influencer Score: 81
27
Sky Brown British, 12, Skateboarding Athlete Influencer Score 81
27 11 23 20
Rafael Nadal
28
2020
Rafael Nadal
Spanish, 34, Tennis
Reach:
41
Relevance:
4
Resonance:
19
Return:
14
Athlete Influencer Score: 79
28
Rafael Nadal Spanish, 34, Tennis Athlete Influencer Score 79
41 4 19 14
Anna Gasser
29
2020
Anna Gasser
Austrian, 29, Snowboarding
Reach:
23
Relevance:
8
Resonance:
31
Return:
15
Athlete Influencer Score: 77
29
Anna Gasser Austrian, 29, Snowboarding Athlete Influencer Score 77
23 8 31 15
Tom Brady
30
2020
Tom Brady
American, 43, Football
Reach:
43
Relevance:
7
Resonance:
10
Return:
16
Athlete Influencer Score: 76
30
Tom Brady American, 43, Football Athlete Influencer Score 76
43 7 10 16
Anthony Joshua
31
2020
Anthony Joshua
British, 30, Boxing
Reach:
37
Relevance:
5
Resonance:
18
Return:
16
Athlete Influencer Score: 76
31
Anthony Joshua British, 30, Boxing Athlete Influencer Score 76
37 5 18 16
Tyson Fury
32
2020
Tyson Fury
British, 32, Boxing
Reach:
35
Relevance:
8
Resonance:
26
Return:
6
Athlete Influencer Score: 75
32
Tyson Fury British, 32, Boxing Athlete Influencer Score 75
35 8 26 6
Naomi Osaka
33
2020
Naomi Osaka
Japanese, 22, Tennis
Reach:
33
Relevance:
12
Resonance:
9
Return:
21
Athlete Influencer Score: 75
33
Naomi Osaka Japanese, 22, Tennis Athlete Influencer Score 75
33 12 9 21
Son Heung-min
34
2020
Son Heung-min
Korean, 28, Soccer
Reach:
33
Relevance:
12
Resonance:
9
Return:
27
Athlete Influencer Score: 74
34
Son Heung-min Korean, 28, Soccer Athlete Influencer Score 74
33 12 9 27
Roger Federer
35
2020
Roger Federer
Swiss, 39, Tennis
Reach:
41
Relevance:
6
Resonance:
6
Return:
19
Athlete Influencer Score: 72
35
Roger Federer Swiss, 39, Tennis Athlete Influencer Score 72
41 6 6 19
Luka Dončić
36
2020
Luka Dončić
Slovenian, 21, Basketball
Reach:
30
Relevance:
14
Resonance:
6
Return:
23
Athlete Influencer Score: 72
36
Luka Dončić Slovenian, 21, Basketball Athlete Influencer Score 72
30 14 6 23
Charles Leclerc
37
2020
Charles Leclerc
Monégasque, 22, Motorsport
Reach:
27
Relevance:
17
Resonance:
11
Return:
17
Athlete Influencer Score: 72
37
Charles Leclerc Monégasque, 22, Motorsport Athlete Influencer Score 72
27 17 11 17
Kelia Termini
38
2020
Kelia Termini
American, 27, Surfing
Reach:
23
Relevance:
5
Resonance:
29
Return:
15
Athlete Influencer Score: 72
38
Kelia Termini American, 27, Surfing Athlete Influencer Score 72
23 5 29 15
Dele Alli
39
2020
Dele Alli
British, 24, Soccer
Reach:
42
Relevance:
3
Resonance:
13
Return:
13
Athlete Influencer Score: 71
39
Dele Alli British, 24, Soccer Athlete Influencer Score 71
42 3 13 13
Bethany Hamilton
40
2020
Bethany Hamilton
American, 30, Surfing
Reach:
27
Relevance:
3
Resonance:
27
Return:
14
Athlete Influencer Score: 71
40
Bethany Hamilton American, 30, Surfing Athlete Influencer Score 71
27 3 27 14
Carissa Moore
41
2020
Carissa Moore
American, 28, Surfing
Reach:
22
Relevance:
3
Resonance:
30
Return:
15
Athlete Influencer Score: 71
41
Carissa Moore American, 28, Surfing Athlete Influencer Score 71
22 3 30 15
Anthony Davis
42
2020
Anthony Davis
American, 27, Basketball
Reach:
36
Relevance:
10
Resonance:
8
Return:
16
Athlete Influencer Score: 70
42
Anthony Davis American, 27, Basketball Athlete Influencer Score 70
36 10 8 16
Zion Williamson
43
2020
Zion Williamson
American, 20, Basketball
Reach:
30
Relevance:
12
Resonance:
7
Return:
21
Athlete Influencer Score: 70
43
Zion Williamson American, 20, Basketball Athlete Influencer Score 70
30 12 7 21
Giannis Antetokounmpo
44
2020
Giannis Antetokounmpo
Greek, 25, Basketball
Reach:
31
Relevance:
9
Resonance:
10
Return:
19
Athlete Influencer Score: 69
44
Giannis Antetokounmpo Greek, 25, Basketball Athlete Influencer Score 69
31 9 10 19
Katrín Davíðsdóttir
45
2020
Katrín Davíðsdóttir
Icelandic, 27, Crossfit
Reach:
26
Relevance:
4
Resonance:
27
Return:
11
Athlete Influencer Score: 69
45
Katrín Davíðsdóttir Icelandic, 27, Crossfit Athlete Influencer Score 69
26 4 27 11
Katelyn Ohashi
46
2020
Katelyn Ohashi
American, 23, Gymnastics
Reach:
26
Relevance:
8
Resonance:
17
Return:
18
Athlete Influencer Score: 69
46
Katelyn Ohashi American, 23, Gymnastics Athlete Influencer Score 69
26 8 17 18
Dorothea Wierer
47
2020
Dorothea Wierer
Italian, 30, Biathlon
Reach:
25
Relevance:
14
Resonance:
15
Return:
14
Athlete Influencer Score: 69
47
Dorothea Wierer Italian, 30, Biathlon Athlete Influencer Score 69
25 14 15 14
Ashleigh Barty
48
2020
Ashleigh Barty
Australian, 24, Tennis
Reach:
11
Relevance:
19
Resonance:
21
Return:
19
Athlete Influencer Score: 69
48
Ashleigh Barty Australian, 24, Tennis Athlete Influencer Score 69
11 19 21 19
Mikaela Shiffrin
49
2020
Mikaela Shiffrin
American, 25, Skiing
Reach:
26
Relevance:
6
Resonance:
26
Return:
10
Athlete Influencer Score: 68
49
Mikaela Shiffrin American, 25, Skiing Athlete Influencer Score 68
26 6 26 10
Russell Westbrook
50
2020
Russell Westbrook
American, 31, Basketball
Reach:
35
Relevance:
4
Resonance:
10
Return:
19
Athlete Influencer Score: 68
50
Russell Westbrook American, 31, Basketball Athlete Influencer Score 68
35 4 10 19

The World’s 50 Most Marketable Athletes list is powered by Nielsen’s athlete marketability assessment methodology. Called the Influencer Selection and Measurement Framework, the methodology draws on vast amounts of social media data to generate an Athlete Influencer Score comprising four key data points: relevance, reach, return, and resonance.

Designed to accurately monitor social campaign effectiveness, the framework incorporates a range of performance and sponsorship-related KPIs, such as social following, content engagement, fanbase growth over time, media value, and the performance of branded versus organic content. For this list, the Instagram accounts for over 6,000 athletes from 21 sports were tracked over the last 12 months.

This year’s 50 Most Marketable Athletes list is powered entirely by Nielsen. Read the leading media data and measurement company’s analysis on the rise of athlete influencers and how the planet’s elite competitors are harnessing the power of their platform.

SportsPro deputy editor Sam Carp picks out some of the key trends and storylines bubbling beneath the surface of this year’s rankings – and what they mean for the future of marketability.

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