MLS SOcial MARKETABILITY
WORLD CUP EDITION
352,716,951 TOTAL IMPRESSIONS | 1,426,341 TOTAL ENGAGEMENTS
Top 10 Most Marketable MLS Players in the 2022 World Cup
Scores for Frequency, Reach and Engagement are based on earned mentions on Twitter of a player’s name or handle from 11/20/22 – 12/4/22. Scores for Fan Demo and Fan Attractiveness are based on social audience data via the zoomph platform.
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Engagement
Fan Demo
Fan Attractiveness
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Read more on methodology
How is the Marketable Athletes list decided?
The process of putting together the MLS Most Marketable Athletes list is a lot more than just a random selection of names plucked out of thin air.
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.
To settle on the final MLS Most Marketable Athletes ranking, digital engagement measurement specialist Zoomph analyzed all MLS athletes who have been active in 2021 on at least three of the four major social platforms – Facebook, Twitter, and Instagram – between January 1, 2021 and November 10, 2021. Follower counts and audience analytics were taken as of November 10, 2021.
The Zoomph scoring model consisted 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.
This methodology was used for SportsPro’s 2021 50 Most Marketable Athletes, Sponsored by Greenfly and Powered by Zoomph.
Here is how it breaks down
Total Score out of 250 points, split evenly 125 per Social and Audience
Social: 125 total points
- Social – based on Earned data (mentions) during first 14 days of the World Cup (11/20/22 – 12/4/22)
- Frequency: # posts in which a player was mentioned during the World Cup
- Reach: total # of impressions from all mentions featuring that player
- Engagement: Engagement Rate & Interaction Rate from accounts associated with player mentions
Audience: 125 total points
- Audience Fan Demo: % Female, % Gen Z, % Millennial – same are previous Indexes – target demos that drive consumer behavior/consumption
- Audience Fan Attractiveness: % Affinity for 5 Official World Cup Partner Categories:
- Apparel (Official WC partner – adidas)
- Beverage-Soda/Non-alcoholic (Coca-cola)
- Consumer Electronics (Hisense)
- Healthy Living (Mengniu)
- Credit Cards (Visa)
