How is the 15 Most Marketable Athletes list decided? The short answer is a lot of smart data and clever analysis.
Here is how it breaks down:
- Social performance metrics: 125 total points
– Frequency: total number of posts
– Reach: total number of followers/likes across the four different platforms
– Engagement: average engagement rate and follower interaction rate - Audience metrics: 125 total points
– Fan Demo: percentage of social audience that is female, Gen Z or Millennial
– Fan Attractiveness: percentage audience with an affinity for music, gaming, international/global affairs or luxury goods.
The final Athletes Influencer Score is based on relative strength across the different categories and subcategories in direct comparison to the overall pool of athletes analysed.
1: Simone Biles
American, 24, Gymnastics
Frequency: 9
Reach: 50
Engagement: 27
Fan Demo: 64
Fan Attract: 33
Influencer Score: 183
2: Naomi Osaka
Japanese, 23, Tennis
Frequency: 11
Reach: 55
Engagement: 27
Fan Demo: 50
Fan Attract: 36
Influencer Score: 179
3: Ashly Harris
American, 35, Soccer
Frequency: 10
Reach: 39
Engagement: 37
Fan Demo: 62
Fan Attract: 30
Influencer Score: 178
4: Canelo Alvarez
Mexican, 31, Boxing
Frequency: 12
Reach: 55
Engagement: 37
Fan Demo: 41
Fan Attract: 31
Influencer Score: 177
5: Paulo Dybala
Argentine, 27, Soccer
Frequency: 6
Reach: 58
Engagement: 35
Fan Demo: 57
Fan Attract: 21
Influencer Score: 176
6: Cristiano Ronaldo
Portuguese, 36, Soccer
Frequency: 12
Reach: 60
Engagement: 12
Fan Demo: 55
Fan Attract: 22
Influencer Score: 174
7: Ali Krieger
American, 37, Soccer
Frequency: 10
Reach: 42
Engagement: 37
Fan Demo: 58
Fan Attract: 27
Influencer Score: 174
8: Stefanos Tsitsipas
Greek, 23, Tennis
Frequency: 11
Reach: 42
Engagement: 38
Fan Demo: 55
Fan Attract: 28
Influencer Score: 173
9: Novak Djokovic
Serbian, 34, Tennis
Frequency: 12
Reach: 55
Engagement: 17
Fan Demo: 56
Fan Attract: 33
Influencer Score: 172
10: Alex Morgan
American, 32, Soccer
Frequency: 11
Reach: 53
Engagement: 27
Fan Demo: 50
Fan Attract: 30
Influencer Score: 171
11: Hardik Pandya
India, 27, Cricket
Frequency: 12
Reach: 58
Engagement: 38
Fan Demo: 47
Fan Attract: 15
Influencer Score: 169
12: Lionel Messi
Argentine, 34, Soccer
Frequency: 7
Reach: 59
Engagement: 28
Fan Demo: 45
Fan Attract: 30
Influencer Score: 169
13: Roger Federer
Swiss, 40, Tennis
Frequency: 5
Reach: 54
Engagement: 24
Fan Demo: 56
Fan Attract: 29
Influencer Score: 168
14: Sergio Ramos
Spanish, 35, Soccer
Frequency: 11
Reach: 59
Engagement: 26
Fan Demo: 54
Fan Attract: 18
Influencer Score: 167
15: Karim Benzema
French, 33, Soccer
Frequency: 13
Reach: 59
Engagement: 20
Fan Demo: 52
Fan Attract: 24
Influencer Score: 167
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