Lionel Messi has emerged as the most marketable athlete in the world, surpassing basketball icon LeBron James, according to the latest rankings from SportsPro’s 50 Most Marketable (50MM) list, reported by GOAL. Michael Long, editorial director at SportsPro, shared insights on Messi’s rise to the top during an episode of the Footballco Business Podcast. “It’s a really interesting dynamic to see Messi in America. A match made in marketing heaven.”

With Messi leading the pack and an astounding 22 footballers making the cut, Long addressed what contributed to Messi’s dominance in the rankings. He emphasised the unique blend of sports and entertainment culture seen in football, particularly in leagues like Major League Soccer (MLS), where Messi currently plays for Inter Miami.

Long emphasised the significance of Messi’s move to MLS, stating that it puts him in a new realm where he would interact with cultural superstars from numerous fields, including sports and entertainment. According to Long, this move has the potential to raise Messi to the rank of a commercial behemoth equal to iconic football player David Beckham.

Messi’s position at the top of the 50MM list is due to more than just his on-field prowess or celebrity status. Long stated that Messi’s active involvement in philanthropic organisations, as well as his support for social and environmental activities, helped to increase his marketability.

The Argentine superstar’s public backing for causes like UNICEF and environmental sustainability has resonated with fans and marketers alike, broadening his influence beyond the sporting world. Long emphasised the necessity of sportsmen linking themselves with significant causes, which has become a key factor for brands when selecting endorsement partners.

In summary, Messi’s rise to the summit of sports marketing demonstrates his broad appeal, which combines physical excellence with social concern to cement his status as a global superstar both on and off the pitch.