In today’s digital age, the quest for popularity has extended far beyond social media influencers, with athletes and sports organisations now battling for recognition not just for their on-field achievements but also for their public personas.
Success in sports has traditionally been measured in wins, titles and statistics, but the rise of social media has introduced a new dimension – popularity. Athletes now have to consider followers, media presence and fan engagement almost as much as sporting performance.
This shift in focus has blurred the lines between athletic performance and public appeal, leaving fans to wonder if sports stars are now driven more by personal branding and fan perception than by the desire to be the best in their sport.
Looking at the Premier League today, there are several footballers whose ‘popularity’ rivals that of some of the biggest film stars, something unthinkable during the era of Bobby Charlton. But where did this phenomenon come from? Is it just another consequence of social media, or did it start before then?
David Beckham is widely regarded as one of the first footballers to be seen as much a celebrity as an athlete. In fact, it was Beckham’s name that Dana Namerode, CEO of Goalden View – a new football data platform that ranks footballers by popularity – referenced in an interview with Insider Sport.
Namerode remarks: “He [Beckham] was one of the pioneers, as he was both in the sports section of the newspaper and in the gossip section. So, he became more than just an athlete; he became a public figure.”
Beckham’s on-field talent is undeniable, but since retiring, he has managed to grow his wealth and reputation even further. As Namerode pointed out, one of his most recent ventures was starring in a documentary about his life.
This trend is not limited to Beckham, however. Modern footballers are increasingly appearing in documentaries and other media projects.
A recent example is Married To The Game, a series that offered viewers a behind-the-scenes look at the lives of the partners of top-level footballers, including Manchester City’s İlkay Gündoğan and Riyad Mahrez, Arsenal’s Jorginho, Everton’s James Tarkowski and Nottingham Forest’s goalkeeper Matt Turner.
As Namerode explained to Insider Sport, footballers have evolved into much more than just athletes “they’re brands, they’re entrepreneurs, they’re models,” she says. With this shift, players are no longer just focused on their careers but are increasingly looking toward life after football, seeking the most lucrative brand deals and sponsorships to secure their future.
However, the concept of popularity remains difficult to measure. Despite this challenge, Goalden View has attempted to quantify it.
Namerode acknowledges the complexity of the task, saying: “It’s very difficult to measure an abstract concept, right? So we were thinking, what does it mean to be popular? Does it just mean that you’re very well known? Does it mean that you’re covered a lot, or does it mean that you are well liked?”
The team at Goalden View concluded that popularity is a combination of all these factors. Yet, as Namerode notes, the subjectivity of popularity makes it nearly impossible to measure with total accuracy.
“Now granted, if you give 10 different people the opportunity to create a rank of popularity, you’ll get 10 different ranks. So you never really know.”
To create their popularity ranking, Namerode and the Goalden View team worked with mathematicians and top academics to develop an objective system. As Namerode explains, the ranking doesn’t focus on any single aspect of a player’s persona but instead evaluates overall success, both professionally and personally.
The algorithm relies on several key categories, though Namerode highlighted three that stand out as particularly significant: social media presence, news coverage, and fan engagement. These dynamic factors, she pointed out, are adaptable, meaning that players’ rankings can shift over time as these elements evolve.
Possible use cases
Aside from curious fans or perhaps the players themselves, Namerode outlines some possible use cases for Goalden View’s rankings, particularly for advertisers.
Brand ambassador roles are becoming increasingly common in football. For instance, Manchester City’s Jack Grealish recently signed a deal with nutrition company Kinetica Sport, while Real Madrid’s Vinicius Jr. agreed to a partnership with laundry giant Unilever.
These two deals involve some of the most marketable stars in the game and come with significant sums of money. However, not every company with an interest in footballing brand ambassadors can afford such high-profile players.
As Namerode explains, while major brands can easily choose the likes of Haaland or Salah, smaller brands with limited budgets might find it more challenging.
“You can approach a top 10, but you might want someone in the top 30 or the top 50 because that’s within your budget,” she says.
Namerode added that by looking at a player’s consistent popularity, strong fan relationships and social media presence, companies can make informed decisions about investing in players that align with their values and target audience.
So, what does a player need to do to climb the rankings? Namerod explains that the rankings are influenced by a combination of personal and professional events.
Personal milestones, such as announcing a pregnancy or the birth of a child, can boost a player’s popularity score, as these moments connect with fans on an emotional level and enhance their public image. Conversely, negative personal events can have the opposite effect, potentially diminishing how fans perceive the player.
While on-field performance remains a significant factor, Namerode emphasises that it’s not simply about being the best player: “It’s not who’s the best player, it’s who’s the most popular,” She adds. “And there’s evidence that these things aren’t exactly linked.”
Popularity rankings in football reflect a larger societal shift. Athletes are now evaluated on much more than their on-field skills, with personal branding and public perception playing a critical role in their careers.
While this trend has benefits for advertisers and fans alike, it also raises questions about how these rankings impact a player’s mental state, especially when the pressure to maintain or improve one’s ranking becomes overwhelming.
This issue is not unique to football. Similar concerns are felt across industries such as music, content creation, and acting – fields where public recognition and rankings can have a profound effect on a person’s career, which Namerode is aware of being an actress.
However, she stressed that these rankings are intended to be viewed positively, serving as a helpful tool for clubs, agents, and the players themselves.
“I’m sure that no one likes to see their own name at the bottom of the list, but I also think it’s an opportunity to see a realistic view and then see where one can improve,” Namerode concludes.
