The survey from SportsPro Media has generated a list of Top 50 in three categories of ‘Athletes’, ‘Brands’ and ‘Properties’ which features F1 drivers/teams and MotoGP riders.

A long and worldwide survey done by SportsPro Media has resulted in a curation of ‘Most Marketable’ list in categories like ‘Athletes’, ‘Brands’ and ‘Properties’. They have made a list of Top 50 for the year 2021 and personalities from both F1 and MotoGP feature on it.

Starting with the Athletes list, the leading person from motor racing is Mercedes’ Lewis Hamilton, who sits in 16th place with a Influencer Score of 167 – same as two others. The next from motor racing is MotoGP rider Valentino Rossi in 29th with a score of 162.

McLaren F1’s Daniel Ricciardo is not far behind in 32nd with the score of 161. He is the last to feature in the Athletes category, whereas the Properties list has Ferrari F1 team leading the motor racing representation in 14th with the Opportunity Score of 24.6 points.

The Italian outfit has even beat Formula One which is 17th with a score of 23.6, while Red Bull Racing is 28th with 21.4 points, Mercedes sits 34th with 20.4, MotoGP is 46th with 18.9 and finally McLaren is 50th with 18.5 Opportunity Score.

In terms of the Brands list, several of the teams’ and drivers’ sponsors feature in the Top 50. Additionally, there is direct feature of parent companies like Red Bull sits at fifth with a value of $161,871,086. Same way Mercedes-Benz is 16th at $82,099,482 value.

Only two other have direct F1 conneaction on the list with Ferrari at 38th with a value of $46,900,642 and McLaren at 48th with a value of 36,031,543.

Here’s the Athlete list:

Here’s the Properties list:

Here’s the Brands list:

Here’s how SportsPro Media explained the calculation of Properties:

SportsPro’s 2021 Top 50 Most Marketable Properties list highlights the global consumer view of properties that offer brands the greatest sponsorship opportunities. These properties provide global reach with frequency of engagement, high levels of excitement and passion, healthy degrees of momentum and impact, as well as offering brands a unique opportunity to convert consumers into advocate customers.

More than 360,000 people worldwide (aged between 13 and 64) influenced this year’s list. To settle on the final 50, SponsorPulse surveyed consumers on more than 500 major sport leagues, teams and tournaments across 18 countries. The methodology – which is based upon surveys of more than 30,000 new people each month – studies the perception of consumers to accurately determine the population’s behaviours and emotions towards the property, as well as how they react to that property’s sponsors.

SponsorPulse’s Opportunity Score – a universal currency that enables the instant measurement and comparison of sponsorship properties – is based on seven key property health metrics: engagement, intensity, momentum, passion, excitement, consideration, and favourability. The Opportunity Score attributes a different weighting to each metric to provide immediate context on the size and significance of a sponsorship opportunity. 

  • The behavioral metrics of engagement, intensity and momentum combine for 40 per cent of the overall weighting provided the current reach and frequency (paired with the forward-looking momentum) of the property hit a critical level of consumer access. 
  • The passion and excitement metrics combine for 30 per cent of the overall weighting as they are critical in establishing a property’s emotional connection among consumers.
  • The potential for sponsor impact is measured through purchase consideration and favourability, which combine for the final 30 per cent of the Opportunity Score to reflect the likelihood of conversion toward a sponsor.

The 2021 Top 50 Most Marketable Properties list is based on a weighted Opportunity Score that accounts for the population size of the 18 countries where these properties are measured. These countries include: United States, Canada, Mexico, Brazil, Argentina, Colombia, United Kingdom, France, Germany, Spain, Portugal, Italy, South Africa, India, China, Indonesia, Japan and Australia.

Here’s how the Athletes list was curated:

The Zoomph scoring model, and definition of marketability, is based not just on how many followers and/or likes an athlete may have, but the demographic makeup and consumer affinities of their audience as well.

Analysed on a global basis, athletes across soccer, cricket, mixed martial arts (MMA), boxing, surfing, tennis, golf, volleyball, motorsport and esports were all tracked on the Zoomph media valuation and consumer insights platforms via direct APIs with the social networks. Also included in that cohort were Olympic athletes and those from the major North American sports leagues.

To settle on the final 50 Most Marketable Athletes ranking, digital engagement measurement specialist Zoomph analysed more than 7,000 athletes who have been active in 2021 on at least three of the four major social platforms – Facebook, Twitter, Instagram and TikTok – between January and July 2021. Follower counts and audience analytics were taken as of 31st July, 2021.

The Zoomph scoring model comprised of two primary categories, each given equal 50 per cent overall weighting on a total scale of 250 points. Within each primary category are two or three subcategories.

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.

Audience metrics were determined by Zoomph’s consumer insights platform, which has a database of more than 350 million social profiles. Individual audiences were created for each athlete analysed based on their own social following. All audience demographic and psychographic data was anonymised prior to ingestion into Zoomph. While audience data is continually refreshed into the Zoomph platform.

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