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.
The World’s 50 Most Marketable Athletes list can be downloaded here for your convenience