Bojan Vrbnjak
A list created by a company Nielsen, estimates athlete’s marketability by drawing large amounts of data into social networks, on the basis of which it generates the influence of athletes, which includes four key data points: relevance, reach, return and resonance.
This formula is closely monitored effectiveness of social campaignsrelated to performance sponsorship as well as social media tracking, including the growth of fans over time, media value and performance brand compared to organic content. The company is on the list Nielsen in the last 12 months followed through 6.000 athletes on instagram c 21 different sports.
Currently the leader in the Formula 1 championship Lewis Hamilton, which has more than 20 million followers on instagram, with an impact assessment 87 located at 21. place (range: 44, relevance: 5, resonance: 20, return: 18). The ranking is more surprising Charles Leclerc, a Ferrari racer. 22 years old Monachan with an impact assessment 72 located at 37. place (range: 27, relevance: 17, resonance: 11, return: 17). In doing so, he has Leclerc on instagram only 3,7 million followers.
At the top of this list is the Argentine football virtuoso and member of Barcelona Lionel Messi with an impact assessment 115, behind him in second place is the Portuguese football star Cristiana Ronaldaand the third is American basketball star NBA LeBron James. In 36. place we also find a Slovenian representative, namely another NBA star Luko Dončić.
