This year’s SportsPro 50 Most Marketable (50MM) Athletes list is fully powered by Nielsen’s proprietary methodology for assessing athlete marketability, the Influencer Selection and Measurement Framework, which draws on vast amounts of social media data to generate an Athlete Influencer Score comprising four key data points: relevance, reach, return, and resonance.
Designed to accurately monitor social campaign effectiveness and help sponsors maximize impact, Nielsen’s Influencer Selection and Measurement Framework incorporates a range of performance and sponsorship-related KPIs, such as the social following, content engagement, fanbase growth over time, media value, and the performance of branded versus organic content. In total, the Instagram accounts for over 6,000 athletes from 21 sports were tracked over the last 12 months.
