The research, commissioned by Chiliz as part of its annual US sports deep dive audit, found that Messi, who has played for Inter Miami CF since July 2023, topped the list. Other stars in the ranking include David Beckham, Kobe Bryant, LeBron James, Patrick Mahomes, Travis Kelce, and Shaquille O'Neal. The study also revealed that 85% of British fans said individual players first sparked their interest in US sports, and 43% would or have changed the team they support if their favorite player left.
More than two thirds of fans travel to the US to attend an NFL or NBA game, with 23% planning to do so in the future. The NFL is the most followed league among UK fans at 19%, followed by MLS at 18%, NBA at 17%, MLB at 10%, and NHL at 7%. In terms of engagement, 61% watch full live matches on TV or streaming, while 51% follow highlights or short clips.
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.
31% started following a team by watching games on TV or streaming, 44% follow teams online, and 19% participate in online fan communities. YouTube is the most popular platform, used by 60% of fans, followed by Instagram (39%), X (38%), and Facebook (37%). Time zones (50%) and subscription fees (32%) are the biggest barriers affecting fans.
Alexander Dreyfus, founder and CEO of Chiliz, 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.