London, 28 November 2013 – Cristiano Ronaldo is the most famous and most marketable footballer in the world, according to Repucom’s Celebrity DBI, as the voting for the 2013 FIFA Ballon d’Or draws to a close.
The 23-man shortlist is perhaps one of the most hotly contested in recent years, with four favorites emerging; Cristiano Ronaldo, Franck Ribéry, Zlatan Ibrahimovic and the current holder Lionel Messi, who has been crowned Best Player in the last four successive years.
With voting closing on Friday 29th November, in terms of sponsorship and marketability at least, Messi’s rein could well be coming to an end.
Amongst the four favorite footballers, Messi is still the most likeable amongst consumers. Indeed, the Argentinian is also seen amongst the four as the most trusted player as well as the most influential when it comes to consumers themselves considering certain brands and purchases. In terms of these key consumer perceptions however, Ronaldo is never far behind.
Like Messi, the Portuguese forward also has a very high influence on consumer purchasing considerations.
The one defining attribute that makes Ronaldo the most marketable player in the world, above all else, is the quantity of people who know who he is. Globally, 84 percent of people are aware of Cristiano Ronaldo.
Charlie Dundas, Managing Director UK and Ireland Repucom, said: “In terms of the marketability of a sports star or celebrity, the level of awareness, in this case globally, is the most important element of them all. Ronaldo is a global superstar who in terms of awareness dwarfs his competition. If a consumer doesn’t know the star, all other criterion in measuring their marketability becomes meaningless.
“Ronaldo has played for two of the most famous football clubs in the world, in Manchester United and Real Madrid, and is without question the best player in the Portuguese national team, where he is also captain. As well as his personal commercial deals, it is no surprise that Ronaldo has become the most famous footballer playing today.
“He is a gifted and young forward who seemingly scores for fun. Marketability wise at least however, he is the best.”
In terms of global awareness, 74 percent of people are aware of Lionel Messi, 54.5 percent are aware of Zlatan Ibrahimovic and 51 percent of Franck Ribéry. Whilst Ribéry and Ibrahimovic scored relatively poorly against Ronaldo and Messi in most attributes, they did both score highly in terms of the degree to which people aspire to be like them.
Global PR Manager, Repucom
+49 (0) 221 430 73 177
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About The Celebrity DBI, Powered by REPUCOM
The Celebrity DBI is an independent global index that quantifies consumer perceptions of more than 5,000 celebrities, including film and TV stars, musical performers, athletes, business leaders, news pundits, personalities and more. Launched in 2006 by The Marketing Arm, the largest celebrity talent buyer in the U.S, the index helps brand marketers and agencies to determine a celebrity’s ability to influence brand affinity and consumer purchase intent by evaluating celebrities across eight key attributes: Appeal, Aspiration, Awareness, Breakthrough, Endorsement, Influence, Trendsetter and Trust. The Celebrity DBI tracks celebrities in Argentina, Brazil, China, France, Germany, India, Italy, Mexico, Russia, Spain, Turkey, the United Kingdom and the United States. Users can evaluate overall celebrity impact in a local market, across multiple markets and globally; track fluctuations in influence of a celebrity over time; compare multiple celebrities across multiple markets; and view the aggregate global influence of celebrities.
Repucom (www.nielsensports.com) is a global leader in sports marketing research. Utilizing the leading technology and facilities for market research, media evaluation and commercial auditing, Repucom has created the industry’s first global, full-service portfolio for sports marketing research and consultancy. The company provides a single, independent source of holistic market data and insights to help its clients achieve value in their marketing and sponsorship activities.
Since its founding in 2004, Repucom has become established as the research provider of choice for over 1,000 of the top rights holders, brands, agencies and broadcasters in sports and entertainment worldwide. Repucom merged successfully with SPORT+MARKT in 2010 and later completed the acquisition of fellow industry pioneers IFM Sports, including Sports Marketing Surveys.
In 2013, the companies were united under the Repucom brand, bringing together over 1,400 employees in more than 20 wholly-owned and operated offices worldwide. The combined business draws on more than 25 years of experience and accumulated insights.