Cristiano Ronaldo "is winning the competition" against Barcelona’s Lionel Messi to be the sport’s top endorser on Facebook, according to Alex Duff of BLOOMBERG. Using fan engagement and online advertising rates, Germany-based consultancy Repucom revealed that a post by the Portugal national team player "is worth an average" of $143,750 of advertising for the brand he’s endorsing, twice that of four-time player of the year Messi. A post by Argentina’s Messi "is worth an average" of $62,500. Repucom Head of Digital in the U.K. Max Barnett said that football players "are dedicating time to social media with a view to commanding bigger endorsement deals." Barnett said, “Ronaldo is the king in Facebook.” Lisbon-based Polaris Sports Ltd. CEO Luis Correia said about “five or six” people work on Ronaldo’s social media. A spokesperson for Messi’s affairs who spoke on the condition of anonymity said by phone from Barcelona that he also has a “small team” focused on his Internet presence. Barnett said that Ronaldo has 102.5 million Facebook followers to Messi’s 75.7 million, and the value is also created because the Real Madrid forward gets more “likes” and comments. Only pop singer Shakira "has more followers than Ronaldo" (BLOOMBERG, 11/30).
