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