Brits have voted football star Lionel Messi as the greatest icon in American sport – ahead of legends like Michael Jordan and Tom Brady.
The study of 1,000 UK-based fans of US sports saw the soccer legend, who has played for Inter Miami CF since July 2023, beat the beloved NBA and NFL players who were the top two among US native athletes.
Other stars to feature in the list included MSL legend David Beckham, and basketball players Kobe Bryant and LeBron James.
Kansas Chiefs quarterback Patrick Mahomes, his teammate Travis Kelce and NBA legend Shaquille O’Neal also scored spots in the top 30.
It also emerged 85 per cent of British fans said it was the individual players who first sparked their interest in US sports, and 43 per cent admitted they would – or have – changed the team they support if their favourite player left, jumping to 77 per cent among 18 to 24-year-olds.
The fans’ love runs deep with 67 per cent travelling to the States to attend the likes of an NFL or NBA game, and a further 23 per cent plan to in the 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 also found when it came to the leagues themselves the NFL (19 per cent) was the most beloved beating out Major League Soccer (MLS) (18 per cent).
Closely followed by the National Basketball Association (NBA) (17 per cent), Baseball (10 per cent) and the National Hockey League (NHL) (seven per cent) trailing behind.
With 19 per cent following the NFL very closely, and a further 37 per cent actively engaging regularly.
Compared to 18 per cent of committed fans and 30 per cent of regular followers for soccer, according to research conducted via OnePoll.
As to how fans engage, 61 per cent watch full live matches on TV or streaming while 51 per cent follow highlights or short clips.
In fact, 31 per cent kicked off their love for a particular sports team by watching games on TV or streaming.
Social media plays a major role too, with 44 per cent following teams online and 19 per cent actively participating in online fan communities.
YouTube remains the standout platform, used by 60 per cent of fans, followed by Instagram (39 per cent), X (38 per cent) and Facebook (37 per cent).
But time zones (50 per cent) and subscription fees (32 per cent) are the biggest barriers affecting fans.
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.”
