In the duel that has pitted the two football legends for more than a decade, Lionel Messi this time takes the lead over Cristiano Ronaldo in the 2024 ranking of the most “marketable” athletes in the world. The Argentinian climbs to 5th place, ahead of his Portuguese rival, 9th, according to the study carried out by SportsPro in partnership with NorthStar Solutions Group.
This marketing superiority of the “Pulga” can be explained by several key factors. In terms of “social return on investment”, Messi obtains a remarkable score of 46.38 out of 50, placing him 12th in this category. Its commitment to social causes, educational programs and philanthropic actions gives it a particularly positive image. Ronaldo, with a score of 40.79, is in 29th place in this area, penalized by a less diversified social commitment.
Messi more authentic and profitable than Cristiano Ronaldo for brands
Authenticity constitutes another differentiating criterion. With 32 points out of 50, Messi is still ahead of Ronaldo (27.33). The study highlights that the Portuguese communicates less frequently and less in-depth about his personal life, family relationships and gratitude to his fans. A deficit which impacts its perception among the public.
Notably, the two stars still have room for improvement in terms of authenticity, not appearing in the top 50 in this specific category. It is another footballer, the Spanish Aitana Bonmati, 2023 world champion, who dominates this particular ranking.
This analysis, based on 16 composite criteria, offers new insight into the rivalry between the two players. If the debate on their footballing supremacy remains eternal, the marketing figures seem to decide in favor of the Argentinian. The difference is also seen in the revenues from commercial partners which are higher than La Pulga's profit over its Portuguese rival, according to the latest estimates from Forbes magazine.
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