Home MMA Canelo Named World’s Most Marketable Male Athlete; Anthony Joshua No. 75, Gervonta Davis No. 89

Canelo Named World’s Most Marketable Male Athlete; Anthony Joshua No. 75, Gervonta Davis No. 89

Canelo Named World’s Most Marketable Male Athlete; Anthony Joshua No. 75, Gervonta Davis No. 89
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The pound-for-pound king of boxing can also flex his muscles outside the ring.

Canelo Alvarez was named the fourth most marketable athlete in the world, according to a study by the London media company SportsPro.

A female trio with gymnast Simone Biles, tennis star Naomi Asaka and soccer player Ashlyn Harris round off the top 3 list.

WBO, WBA, IBF and IBO heavyweight champion Anthony Joshua is the next boxer to make it to 75th place. Gervonta Davis comes in at number 89. In MMA, Conor McGregor tops the list at number 56, followed by Zubaira Tukhugov at number 77 and Paige VanZant at number 100. The full list of global athletes and data breakdowns can be found here.

The WBC, WBA, WBO, and Ring Magazine super middleweight champion Alvarez was rated in the following areas:

Frequency: 12

Range: 55

Engagement: 37

Fan demo: 41

Fan attraction: 31

Influencer score: 177

The company also collapsed Alvarez’s strength in social metrics. He had a total of 200 organic posts and nearly 18 million followers on Facebook, Twitter, Instagram, and TikTok. Alvarez generated over 578 million impressions with an engagement rate of 9.79% and a follower interaction rate of 4.24%.

The data was obtained through a partnership with Zoomph. The Virginia-based brand, sports, and esports analytics and consumer insights firm analyzed more than 7,000 athletes who were active on at least three of the four major social platforms – Facebook, Twitter, Instagram, and TikTok – on at least three of the four major social platforms – Facebook, Twitter, Instagram, and TikTok – between January and July 31 .

“The Zoomph scoring model and definition of marketability are based not only on how many followers and / or likes an athlete can have, but also on the demographics and consumer affinities of their audience,” wrote Scott Lewis, Zoomph’s Director of Strategic Initiatives and Business Intelligence.

“Analyzed worldwide, athletes in the fields of soccer, cricket, mixed martial arts (MMA), boxing, surfing, tennis, golf, volleyball, motorsports and esports were all tracked via direct APIs with the Zoomph platforms for media rating and consumer information social networks. This cohort also included Olympic athletes and those from the major North American sports leagues.

“The final Athletes Influencer Score is based on the relative strength in the various categories and sub-categories in direct comparison to the total pool of analyzed athletes.”

The SportsPro 2020 List of World’s Most Marketable Athletes used Nielsen’s Marketability Assessment Methodology to determine that Ryan Garcia was the 12th Most Marketable Athlete in the World. Joshua came in 31st and Tyson Fury followed in 32nd place.

SportsPro’s 2021 list was the company’s 12th complete edition.

Manouk Akopyan is a sports journalist, author and radio reporter. He is also a member of the Boxing Writers Association of America and the MMA Journalists Association. He is on Twitter, Instagram, LinkedIn and YouTube at @ManoukAkopyan, via email at manouk. accessible[dot]akopyan[at]gmail.com or at www.ManoukAkopyan.com