Europe’s Top 10 Most Marketable Footballers Revealed

Europe’s Top 10 Most Marketable footballers

11.06.15, Cologne – Ahead of the 2016 European Cup qualifiers this weekend, Repucom reveal the top 10 most marketable footballers from the continent.

Once again, Cristiano Ronaldo tops the list of European as well as the world’s most marketable football players. In terms of overall marketability, globally, Ronaldo leaves the other European players in his wake. This is largely driven by his worldwide fame, where 83% of people know who he is. Globally, 85% of all men and 80% of all women have heard of the Portuguese superstar.

Whilst identifying the overall marketability and public awareness levels can provide an invaluable measure to brands in selecting endorsers, identifying aspects such as player appeal and public aspiration compared on a national versus global basis can prove to be just as important.

For example, in his native Spain, 99% of the population know of World Cup and European Championship winner, Andreas Iniesta, where 90% aspire to be like him and 87% of people say they trust him. Globally, of the 48% of people that know of Iniesta, he commands the highest perception scores of any of the other top 10 players for both public aspiration (80%) and trust (71%).

The national awareness in the UK of Wayne Rooney (95%) ahead of England’s match on Saturday against Slovenia and amongst Italians of Andrea Pirlo (97%) as the Azzurri take on Croatia on Friday also demonstrate very high percentages.

For all players, the percentage of people that know of them in their native markets far exceeds the percentage that know of them globally. However, whilst this is the case, perceptions, especially in public aspiration towards that player tell a very different story. Of the percentage of people that know of them, globally, half of all the players in the top 10 have a larger proportion of people who aspire to be like them than they do from their own domestic market, including Germany’s Mesut Özil and Mario Götze, Netherlands team mates, Robin Van Persie and Arjen Robben and England’s Wayne Rooney.

Andrew Walsh, football expert and Global Director Enterprise Services, Repucom, said: “Taking the disparity we see in aspiration of half of these players, it is clear to see that there are real, tangible insights one can extract from figures like this. It’s interesting to see how certain player’s global profiles play in stark contrast to the way they are seen in their domestic markets. It is insights like this that make certain players competing in the forthcoming European Championships more suitable for domestic marketing efforts than others.

“Sponsors shouldn’t just look at the most famous players to market their brands but actually at how perceptions shift between countries and population demographics to ensure the biggest return on their investment. Take appeal as another defining criteria of public perception. Globally, of the percentage of people that know of Götze (39%), Van Persie (46%) and Ronaldo (83%), more women than men say that they actually like these players. This makes them especially effective brand endorsers for products aimed at this target group. This weekend’s matches will give us a good indication of how the national players will be used in such campaigns.”

One of the biggest match ups this weekend will be that of Real Madrid and Wales’ talisman, Gareth Bale and Chelsea and Belgium forward, Eden Hazard. The two face each other on Friday, where although more people know of Bale (35%) internationally compared to Hazard (28%), domestically, the Belgian enjoys a much higher profile, known by 80% of the population, than Bale does in the UK, currently known by only 62% of people. If FC Barcelona treble winner, Lionel Messi was counted in the European rankings, he would have come in second behind Ronaldo in terms of overall marketability, being known by 74% of people globally and 99% of people in his native Argentina.

Top 10 list

 

Rank Footballer Global DBI Score Global Awareness Country
1

Cristiano Ronaldo

77.46

83%

Portugal
2

Wayne Rooney

58.01

54%

England
3

Andres Iniesta

56.02

48%

Spain
4

Robin van Persie

54.42

46%

The Netherlands
5

Arjen Robben

53.72

46%

The Netherlands
6

Andrea Pirlo

51.29

41%

Italy
7

Mesut Özil

50.32

42%

Germany
8

Mario Götze

50.24

39%

Germany
9

Gareth Bale

46.88

35%

Wales
10

Eden Hazard

42.92

28%

Belgium

EUROPE’S TOP 10 MOST MARKETABLE FOOTBALLERS - PDF

Download the complete list of Europe’s most marketable footballers here.


Cristiano Ronaldo CelebrityDBI infographic Wayne Rooney CelebrityDBI infographic Andres Iniesta  CelebrityDBI infographic Arjen Robben  CelebrityDBI infographic Robin van Persie CelebrityDBI infographic

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