Fans rank Messi as top icon in US sports above Michael Jordan and Tom Brady

A new study has ranked the most iconic sports stars in American sport, with Inter Miami CF forward Lionel Messi coming out on top

Brits have crowned football icon Lionel Messi as the greatest figure in American sport – placing him above legends such as Michael Jordan and Tom Brady. The survey of 1,000 UK-based followers of US sports saw the football maestro, who has represented Inter Miami CF since July 2023, surpass the cherished NBA and NFL athletes who ranked highest among American-born sportspeople.

Additional stars featured in the rankings included MSL icon David Beckham, and basketball giants Kobe Bryant and LeBron James. Kansas Chiefs quarterback Patrick Mahomes, his colleague Travis Kelce and NBA great Shaquille O’Neal also secured positions in the top 30.

The findings revealed 85% of British supporters stated it was individual athletes who initially ignited their passion for US sports, while 43% confessed they would – or already have – switched teams because their favourite player departed, rising to 77% amongst 18 to 24-year-olds.

Over two thirds of enthusiasts have made the journey to America to watch an NFL or NBA match, with a further 23% intending to in future.

Alexander Dreyfus, founder and CEO at Chiliz, which commissioned the research as part of its annual US sports deep dive audit said: “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.”

The research found the National Football League (NFL) (19%) emerged as the top league amongst UK supporters, edging out Major League Soccer (MLS) (18%). This was closely followed by the National Basketball Association (NBA) (17%), Major League Baseball (MLB) (10%) and the National Hockey League (NHL) (7%) trailing behind.

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%).

But 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.”