Harry Kane tops Altman Solon’s ranking of UK’s most bankable athletes


LONDON–(COMMERCIAL THREAD) – Harry Kane is the UK’s most popular sports star in 2021, according to the 2021 World Sport Survey led by Altman Solon, the world’s largest strategy consulting firm focused exclusively on telecommunications, media and technology (TMT). The survey’s analysis also quantifies the significant financial effects of global stars – like Lionel Messi and Cristiano Ronaldo – on sports teams.

“Sport has long been defined by the idiom ‘no player is bigger than the club’, but that has changed. Clubs are now able to translate the popularity of stars into bankability, and in particular the possibility of ‘increase their income outside of established models. For investors and clubs, the difference between winners and losers in generating eye-catching financial returns beyond traditional income streams could be decided not just by success on the market. pitch or club dominance, but by who invests in the most profitable stars with the greatest global appeal, ”said Ian Lube, partner of sports media expert Altman Solon.

Footballers are Britain’s biggest stars, but F1’s Hamilton is the world’s tallest

Altman Solon 2021 World Sports Survey is based on the opinions of 18,000 respondents – including over 1,000 in the UK – in 16 countries in Europe, the Americas and the Asia-Pacific. Three Premier League stars – Harry Kane, Marcus Rashford and Raheem Sterling – lead the rankings of Britain’s most popular athletes. Two-time Wimbledon champion Andy Murray came in fourth, followed by defending Formula 1 champion Lewis Hamilton.

While the top five stars are all British, international stars make up the rest of Britain’s Top 10 – including Argentinian Lionel Messi, Swiss tennis legend Roger Federer, Belgian Manchester City maestro Kevin de Bruyne, Portuguese superstar de Manchester United return Cristiano Ronaldo and Spanish tennis powerhouse Rafael Nadal. Conversely, British athletes do not stand out internationally, with only Lewis Hamilton having a global impact, appearing in the Top 10 lists of six countries, including Australia (10e place), Brazil (6e location), Germany (10e location), Italy (8e location), Poland (7e place) and Spain (8e place).

“It’s important to note that the list shows the current dominance of male stars among sports fans. With growing investments and television coverage of women’s football and cricket, as well as Emma Raducanu’s resounding success in tennis, we expect a much better gender balance going forward, ”said Ian Lube, partner of Altman Solon.

Footballers – and their local roots – important globally

Local football stars are also top athletes in Germany (Thomas Müller), France (Kylian Mbappe), Italy (Giorgio Chiellini) and Poland (Robert Lewandowski), while tennis player Rafael Nadal leads the Spanish list. The top 10 athletes in the United States are all local, led by NFL quarterbacks Tom Brady and Patrick Mahomes. Football dominates Latin America, topping the list of stars in all countries: Argentina and Brazil (Lionel Messi), Colombia (Radamel Falcao) and Chile (Alexis Sánchez). Boxer Canelo Álvarez is the fan favorite in Mexico, while Sidney Crosby of the National Hockey League is Canada’s choice.

Click here for the top athletes in the 16 countries as well as additional survey results.

The big debate: Messi against Ronaldo

Lionel Messi and Cristiano Ronaldo topped the list of the world’s most popular athletes. The investigation is fueling the ongoing rivalry between the two stars and their fans, identifying a clear winner based on fan demand. Messi has more interest than Ronaldo in nine countries, while the latter is more popular only in Poland. The two stars have already contributed enormously to the financial success of their new clubs, PSG for Messi and both Juventus and Manchester United for Ronaldo. The world’s two biggest stars have been pushing the trend of high-profile player signings directly resulting in various financial benefits for their new teams or parent companies, spanning areas such as stock prices, sponsorship deals, merchandising and sales. digital fan tokens.

Altman Solon led the 2021 World Sport Survey in August-September with more than 18,000 respondents in 16 countries. Altman Solon drew on his expertise in its 13 global offices to implement the survey and analyze the data. More results will be released in the coming months, including global trends in sporting interest, awareness of OTT services, direct-to-consumer sales strategies, international fandom of top US / European leagues, and strategies for media partners.

About Altman Solon

Altman Solon is a global strategy consulting firm working in the telecommunications, media and technology (TMT) industries. Our consultants are united by passion and intellectual curiosity for TMT and work with market leaders, challenger brands and investors in these industries.

Our collaborative team structure brings together industry experts and data analysts to apply their experience and skills to create real-world solutions for global TMT players. We help our corporate clients identify, develop and implement business strategies, new approaches to market entry, digital innovation and global mergers and acquisitions. We help our investor clients understand the markets, perform due diligence and make high-stakes decisions with confidence.

Altman Solon was formed through a merger between Altman Vilandrie & Company and Solon Management Consulting in July 2020, cementing a ten-year partnership across the Atlantic to form the world’s largest strategy consulting firm with an exclusive focus on sectors TMT.

For more information, please visit www.altmansolon.com.

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