Portugal and Real Madrid forward Cristiano Ronaldo has been named the world's most marketable footballer according to Repucom. Argentina and Barcelona forward Lionel Messi was second while Spain's Gerard Piqué completed the top three. Repucom said that globally, 83.9% of people know Ronaldo. In markets such as Italy, Spain, Germany, Turkey and Argentina, this figure is more than 95%. Ronaldo is also seen as a trend setter, with 82.5% of people saying that he reflects today's societal trends. Four-time Ballon d'Or winner Messi -- the world's highest-paid footballer -- scored highly for his endorsement potential and likeability. Repucom CEO/Founder Paul Smith said, "Ronaldo is an endorser's dream. His value is as important to the teams he plays for as they are for the companies that endorse him. Global awareness of Ronaldo is what drives his commercial power" (Repucom).
BOOT-MAKER BATTLE: REUTERS reported Nike "is banking on its sponsorship of more of the world's best-known soccer stars" than adidas in its battle to overtake the German firm as the sport's top-selling brand at the World Cup. Nike has signed six of the 10 most marketable football players in the world, to just three for adidas and one for Puma. The appeal of Ronaldo, "who took the crown as the world's best player from Messi in January, is helped by his use of Twitter, where he has 26 million followers to just two million for the more retiring Argentine." Adidas, "which has long dominated the market for soccer boots, shirts and balls, is facing a fierce challenge from Nike, the world's biggest sportswear firm that has only been a serious player in soccer for the last 20 years" (REUTERS, 5/28).
