Ronaldo Dethroned: The 10 Soccer Stars Dominating Marketability Ahead of the 2026 World Cup

SportsPro has released its yearly list of the world's most marketable athletes, and Manchester City forward Erling Haaland has displaced Cristiano Ronaldo as the top-ranked soccer player in terms of marketability for 2026.

For the 17th consecutive year, sports business and media firm SportsPro has published its comprehensive report featuring the 50 most marketable athletes globally. Women's tennis icon Aryna Sabalenka claimed the number one spot in the full rankings—which actually span 150 athletes—for 2026.

The rankings are determined by a marketability score out of 100 that SportsPro constructs "from three
composite pillars: Brand Equity (45), Momentum (40) and Commercial Trajectory (15)." This year's edition draws from data gathered on more than 1,000 athletes between July 1, 2025 and June 30, 2026.

Throughout the 17-year history of these rankings, soccer players have claimed the top position six times. Neymar was the first to do so, topping the list in both 2012 and 2013, followed by Paul Pogba in 2018, Lionel Messi in 2020, Cristiano Ronaldo in 2022, and Messi once more in 2023.

Ronaldo held the title of highest-ranked soccer player in the 2025 edition with a fifth-place finish, but Haaland has now claimed that distinction as the world's most marketable soccer player in 2026.

Erling Haaland: The Most Marketable Soccer Player in the World

Haaland ranks as the most marketable soccer player on the planet according to SportsPro's findings. The prolific Manchester City and Norway striker is the sole soccer player to appear within the top 10, finishing fourth behind only Sabalenka, Chinese-American skier Eileen Gu, and NBA star Giannis Antetokounmpo.

In many ways, Haaland's rise to the top of the standings is no surprise, given a summer in which he firmly established himself in the U.S. market and became a genuine phenomenon. He guided Norway to its best-ever World Cup showing while simultaneously emerging as the face of the 2026 World Cup, winning over North American fans with his magnetic personality, digital presence, and on-field brilliance. His thriving YouTube channel is cited as a key factor behind his lofty ranking.

Ronaldo is the second highest-ranked soccer player at 14th, with Real Madrid teammates Kylian Mbappé and Vinícius Júnior following closely in 19th and 20th respectively. Notably, just three places behind Vinícius Jr. sits Barcelona teenager Lamine Yamal in 23rd, one spot above former two-time chart-topper Neymar, who remains one of the sport's biggest names despite no longer competing at the elite level.

Interestingly, Lionel Messi is the seventh-ranked soccer player on this year's list, placing 27th overall. Perhaps even more unexpected is that the next soccer entry belongs to Canadian international Alphonso Davies at 34th, making him the only North American men's soccer player to appear in the top 150.

Newly crowned 2026 Ballon d'Or winner Harry Kane is the only other men's soccer player to break into the top 50, landing at 45th. Thomas Müller rounds out the top 10 most marketable men's soccer players, ranked 58th—just two spots above Bukayo Saka.

England international and Real Madrid star Jude Bellingham stands out as perhaps the most notable absence from the entire top 150 rankings.

10 Most Marketable Men's Soccer Players in the World in 2026

Alessia Russo: The Most Marketable Women's Soccer Player in the World

Soccer's presence in SportsPro's 2026 rankings extended well beyond the men's game. Three of the finest women's soccer players in the world appear on the list, with some placing higher than several of the most recognizable names from the men's side.

Arsenal and England striker Alessia Russo has been named the most marketable women's soccer player in the world by SportsPro. The 2025 Champions League and European Championship winner sits 29th in the overall rankings—a remarkable achievement, placing her one spot ahead of celebrated women's basketball star Angel Reese.

Three-time Ballon d'Or recipient Alexia Putellas also makes the top 50, checking in at 47th. Close behind, her former club teammate and fellow three-time Ballon d'Or winner Aitana Bonmatí landed at 59th in the 2026 rankings.

With Russo and Putellas both included, soccer accounts for 11 players in the top 50 overall, placing it second only to basketball as the most represented sport on the list.