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Lionel Messi tops British poll as greatest American sports icon over Jordan

British fans have voted Lionel Messi as the greatest icon in American sport, ahead of NBA legend Michael Jordan and NFL icon Tom Brady

[Lionel Messi celebrates after scoring his team's third goal during the MLS match between Inter Miami CF and Orlando City SC]

Lionel Messi tops the list of the biggest sport icons in America(Image: Calvin Hernandez, Getty Images)

Brits have crowned football superstar Lionel Messi as the most iconic figure in American sport - surpassing legends such as Michael Jordan and Tom Brady. The study of 1,000 UK-based fans of US sports saw the football 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

[Michael Jordan looks on as he addresses a press conference]

Messi even beat superstar Michael Jordan(Image: AFP via Getty Images)

The findings revealed 85% of British supporters said it was individual athletes who initially ignited their passion for US sports, while 43% confessed they would - or already have - switched teams if their preferred player departed, soaring to 77% amongst the 18 to 24 age bracket.

Over two thirds of fans have travelled to America to watch an NFL or NBA match, with an additional 23% planning future trips.

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%) was the top league amongst UK supporters, edging out Major League Soccer (MLS) (18%). This was closely followed by the National Basketball Association (NBA) with 17%, Major League Baseball (MLB) at 10%, and the National Hockey League (NHL) lagging behind at 7%.

In terms of fan engagement, 61% watch full live matches on TV or via streaming services, while 51% follow highlights or short clips. In fact, 31% ignited their passion for a specific sports team by watching games on TV or through streaming.

Social media also plays a significant role, 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%).

However, time zones (50%) and subscription fees (32%) are the biggest obstacles 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."

THE TOP 30 BIGGEST SPORTS ICONS TO PLAY IN AMERICA, ACCORDING TO BRITISH FANS:

1. Lionel Messi
2. Michael Jordan
3. David Beckham
4. Tom Brady
5. Kobe Bryant
6. LeBron James
7. Aaron Rodgers
8. Babe Ruth
9. Christian Pulisic
10. Alex Ovechkin
11. Auston Matthews
12. Aaron Judge
13. Alex Rodriguez (A Rod)
14. Wayne Gretzky
15. Zlatan Ibrahimovi
16. Stephen Curry
17. Magic Johnson
18. Patrick Mahom
19. Jerry Rice
20. Derek Jeter
21. Peyton Manning
22. Shaquille O'Neal
23. Travis Kelce
24. Connor McDavid
25. Sidney Crosby
26. Giannis Antetokounmpo
27. Victor Wembanyama
28. Lamar Jackson
29. Shohei Ohtani
30. Deion Sanders

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