A recent study conducted among British sports enthusiasts has crowned Lionel Messi as the most iconic figure in American sports, placing the Inter Miami CF forward above legendary athletes such as Michael Jordan and Tom Brady. The survey, which polled 1,000 UK-based followers of US sports, saw the Argentine football superstar surpass the cherished NBA and NFL icons who ranked highest among American-born sportspeople.
The Top 30 Icons
The rankings also featured other notable names, including MLS icon David Beckham, basketball giants Kobe Bryant and LeBron James, Kansas City Chiefs quarterback Patrick Mahomes, his teammate Travis Kelce, and NBA great Shaquille O'Neal. The complete top 30 list includes Lionel Messi, Michael Jordan, David Beckham, Tom Brady, Kobe Bryant, LeBron James, Aaron Rodgers, Babe Ruth, Christian Pulisic, Alex Ovechkin, Auston Matthews, Aaron Judge, Alex Rodriguez, Wayne Gretzky, Zlatan Ibrahimović, Stephen Curry, Magic Johnson, Patrick Mahomes, Jerry Rice, Derek Jeter, Peyton Manning, Shaquille O'Neal, Travis Kelce, Connor McDavid, Sidney Crosby, Giannis Antetokounmpo, Victor Wembanyama, Lamar Jackson, Shohei Ohtani, and Deion Sanders.
Fan Engagement Insights
The findings revealed that 85% of British supporters stated that individual athletes initially ignited their passion for US sports, while 43% confessed they would—or already have—switched teams because their favorite player departed, a figure that rises to 77% among 18 to 24-year-olds. Over two-thirds of enthusiasts have traveled to America to watch an NFL or NBA match, with an additional 23% intending to do so in the future.
Alexander Dreyfus, founder and CEO at Chiliz, which commissioned the research as part of its annual US sports deep dive audit, commented: "The USA is the world's largest sports market with internationally renowned organisations, brands and individual stars. This has resulted in a global community of fans in every corner of the world and the UK is clearly a significant fan market. What this report shows is that the way fans engage is adapting and shifting as digital fan engagement evolves."
League Popularity
The research found that the National Football League (NFL) emerged as the top league among UK supporters at 19%, edging out Major League Soccer (MLS) at 18%. This was closely followed by the National Basketball Association (NBA) at 17%, Major League Baseball (MLB) at 10%, and the National Hockey League (NHL) at 7%.
How Fans Engage
When it comes to how supporters engage, 61% watch full live matches on TV or streaming, while 51% follow highlights or short clips. In fact, 31% began their love affair with a particular sports team by watching games on TV or streaming. Social media plays a significant role too, with 44% following teams online and 19% actively participating in online fan communities. YouTube remains the standout platform, used by 60% of fans, followed by Instagram (39%), X (38%), and Facebook (37%). However, time zones (50%) and subscription fees (32%) are the biggest barriers affecting supporters.
Alexander Dreyfus added: "Jordan's enduring legacy and the power of teams like the Lakers and the Giants shows the importance of establishing a brand that forms deep connections with fans around the globe. Fans are the creators of value in sport, an industry that is moving towards a $1 trillion valuation, and finding innovative ways to keep fans engaged is crucial for the continued growth of teams and leagues in the US."
