While athletes becoming more than just talented individuals who help move the franchise in the right direction or add to the Gold medal count is not a new concept, social media’s rapid growth and capabilities have certainly changed the game. With the simple touch of a button, today’s top athletes can move the proverbial cultural needle, impacting interactions and the consumption of goods—even what we eat on Tuesdays.
But not all athletes who are on social media are created—or, in this case, retweeted—equally. International footballers currently reign supreme as some of the most influential, with a dash of tennis royalty and a wrestler who has inspired a ton of people to call that box of pizza they devoured their “cheat meal.” But when factoring in humanitarian efforts—as well as revenue from social posts and fan interactions—few ultimately do it better in their respective sports, and the entire sports world, than these 28 athletes.
LeBron James
Not many athletes—in any sport, in any part of the world—have taken advantage of social media better than LeBron James. His cultural impact as an athlete is nearly impossible to match, whether that be giving guys a reason to wear shorts with a suit, championing for the NCAA to change its act, or showcasing that an athlete can be “more.”
LeBron has some 97 million-plus followers across Instagram and Twitter, so when King James says #TacoTuesday…of course, there will be chants of the hashtag echoing at Staples Center or a social push for him to patent the phrase.
Roger Federer
Federer, the 20-time Grand Slam champion, has become just as smooth on a Facebook Live Q & A as he is rallying from the baseline. The Swiss Maestro has grown his brand via social media—he has close to 40 million followers across Instagram, Facebook and Twitter—while also introducing the world to a more jovial, silly Roger.
When he’s not fending of Rafa or Djokovic from eclipsing his all-time supremacy, fans can learn about Federer’s newest fashion collaborations, watch him fly a helicopter, or even take in a Lakers game with Tommy Haas. Like others on this list, Fed’s humanitarian efforts are incredible, and his use of social media to help spread the word is monumental.
Serena Williams
Just saying the name “Serena” creates imagery of a socially impactful athlete —not to mention, groundstrokes and a serve equal (and then some) to her fellow male tennis players. Serena Williams has long been an icon in sports (male or female), and the impact she has on social media has only increased her influence on younger athletes, women, men, fans of tennis and, really, sports. With over 20 million followers across Instagram and Twitter, Williams has built an empire off the court, from fashion to health and beauty lines to assisting charitable organizations such as UNICEF, while also championing for equal pay and aiding other causes. Williams’ social influence spans generations too, inspiring young girls to reach for their dreams while also providing other mothers with a familiar voice who can relate to the difficulties of raising children.
Tom Brady
Tom Brady has been as much of the digital-age surge as any athlete. Besides being the main arc for a few media outlets, personalities and websites, Brady has amassed a considerable following on social media—outside of Boston, San Mateo, or Michigan, too—and is one of the top influencers in sports. He has managed to overcome the branding difficulty with NFLers—becoming known beyond the face mask—for a decade-plus (See: Long Hair and guys who grew theirs after TB), and has close to nine million followers on Instagram and nearly another million on Twitter.
Whether he’s updating his personal brand, TB12, which provides nutritional guidance, lifestyle info, and even apparel options, or letting fans take a glimpse into family time—and yes, aiding the “Dad bod” hysteria—Brady’s ability to be topical and influential is as simple as hitting “send.”
Sachin Tendulkar
When there’s a saying that goes, “Cricket is my religion and Sachin is my God” chances are, the person the immortal bestowing is directed toward has a pretty good following.
Sachin Tendulkar is arguably one of the most popular cricket stars of all time, not only in his native India but all over the world. For over three decades, he set International records and gained notoriety, while bringing the World Cup to India in 2011. Post-career, Tendulkar has remained incredibly popular, so it shouldn’t come as a shock that the perennial run-scorer has amassed nearly 50 million followers across social media—an influence potential that he has used for simple gestures such as sending out inspirational messages to raising money for cancer research.
Wayne Rooney
Ranked in the upper echelon of International Soccer Social Media Hierarchy, ex-Manchester United star Wayne Rooney is one of the most recognizable figures in the global sport—and his following has grown because of it. Since hanging up the international cleats back in 2018—ending an iconic resume with England—Rooney has continued to grow in popularity, even after his jump across The Pond to the MLS. He now has some 30 million-plus followers, and his influence is visible on a lot of platforms, including admirable efforts combatting child abuse.
Megan Rapinoe
Since helping the US Women’s national soccer team take home another World Cup, Megan Rapinoe has become an increasingly recognized name not only in soccer circles but the national stage—and, of course, on social media. Though nothing close to a newcomer—Rapinoe’s talent has been on both the national and international circuit for over a decade—her activism and philanthropy efforts have made her one of 2019’s most influential athletes.
Lionel Messi
One decade after his first Ballon D’or, Lionel Messi has not only built a historic soccer career, but he’s also amassed a substantial social media following. Although the Argentinian forward is not on Twitter, Messi’s 130 million-plus Instagram following places him in a different type of influential category, right up there with a very select few such as Cristiano Ronaldo and the next guy on this list.
Neymar Jr.
Another international soccer star with over 100 million followers on Instagram—plus another 40-some million on Twitter—Neymar Jr. is considered to be one of the most influential athletes on social media…in the world. Reportedly earning in the $700,000 per post range, the Brazilian forward is considered to be the second-highest earner when it comes to giving his highly coveted product nod.
Alex Rodriguez
Baseball hasn’t provided the same kind of international star power that tennis or soccer has accomplished, but it’s worth noting one of the ex-players who has made real strides as social media guru. Alex Rodriguez, never really considered anything more than high-priced talent during his playing days, has turned himself into a powerhouse brand, with ventures that go beyond the field as well. Rodriguez’s television spots as a baseball analyst for ESPN and Fox—and even more digital-based enterprises such as The Corp with Barstool Sports’ Dan Katz—have increased his following, with Mr. Jennifer Lopez nearing five million followers across Twitter and Instagram.
Ronaldinho
Although he retired in 2018, the Brazilian midfielder has continued to build a huge social following. His 70 million followers across Twitter and Instagram, plus another 34 million-plus on Facebook, makes him a desirable pitchman for companies looking to make an impact—both in humanitarian and financial efforts. Like some of the other internationally successful footballers, Ronaldinho reportedly commands six figures (somewhere in the $250,000 range) for posts.
Conor McGregor
As the world of UFC has grown, so too has Conor McGregor. Although cloaked in seemingly perpetual controversy, McGregor is clearly an influential force not only in the UFC but also for mixed martial arts fans. With a combined social media following of over 40 million, it easy to see why the “The Notorious” is responsible for some of the UFC’s highest-rated bouts of all time.
Shaquille O’Neal
Shaq didn’t stop the proverbial music (re: Shaq being Shaq) when the Hall of Fame center finally hung up the Size-22s. Since his days in the NBA, his ranking as a genuine one-person brand has only grown. From commercials to his commentary gig with TNT, complemented with a social media following of somewhere in the 30 million range, Shaq’s ability to influence markets—from youth-based to adults—is truly unique.
Maria Sharapova
Since arriving on the tennis scene as a teenager back in the 2000s, Maria Sharapova has proven that she’s a real force in the tennis world—and has also grown immensely to an international brand. The Russian superstar has combined her on-court athleticism with her stunning looks—plus a drive to achieve in business—and turned herself into a marketing dream. From clothing to beauty and athletic lines, and even her own candy brand, Sharapova can change the waves of social media with a simple image and a “send” to the nearly 30 million people who follow her.
Usain Bolt
They say you have to be able to think and move quickly in the Digital Age, so it shouldn’t be a surprise that Usain Bolt is one of the top athletes in the social media world. The Gold-medal speedster has a following of over 30 million people and equipped with an a-list personality, Bolt has become a social media must-follow with an influence that has only grown because of it. Whether he’s making a cameo on Jimmy Kimmel or showing off a new version of a Bolt Scooter, the Jamaican-born sprinter has really taken off.
Rafael Nadal
“Vamos!” The exclamatory cheer immediately makes you think of one man in the tennis world—Rafael Nadal. The left-handed headache to Roger Federer, Nadal has not only dominated on the tennis courts—winning 19 Grand Slam titles—over the past two decades, but he’s also become an international star. Rafa’s clout within tennis is visible in his social media rankings—ahead of Federer with close to 40 million followers—while the amount of younger tennis players wearing his signature “Bull Logo” Nike gear while swinging his Babolat racquet demonstrates his absolute marketability. Like Federer, Nadal also uses his social media reach for more than a few remarkable humanitarian efforts, too.
Alex Morgan
2019 was another standout year for Alex Morgan, who helped the US Women’s national team defend their World Cup title. While Morgan doesn’t have a massive following like some soccer stars, she might be one of the most impactful. With over 13 million followers across Twitter and Instagram, the star forward is well known for her interactions with fans, which spider web to even more interactions—at one point, nearing the 40 million-plus range. That popularity, complemented with her inspirational influence, makes Morgan a real force in the marketing and digital world.
Floyd Mayweather
While boxing has slid in popularity in recent years, Floyd Mayweather has not. The outgoing Mayweather has long been a marketing savant, using his ability to provide a soundbite as ‘interest fuel” for an upcoming bout. Unlike other boxers, however, he saw social media as the perfect tool for helping promote—everything Mayweather—and he’s clearly become a unique brand because of it. His nearly 45 million followers on social media all but guarantee that a Mayweather project, will be a successful endeavor.
Kobe Bryant
Like his old teammate, Shaq, Kobe Bryant has only counted to build his brand with post-basketball ventures—and that’s putting it mildly. Bryant has taken his iconic stature and combined that with his business chops. His company, Bryant Stible, has made waves in the marketing world, with investments in such things as the beverage brand BodyArmor that is now worth north of $200 million. Bryant’s social media influence can be seen within his success, too, where his 40 million-plus followers have allowed him to grow and expand his brand and global reach.
John Cena
We’ll skip the “Is wrestling really sport” debate and just give John Cena the recognition he deserves. (Unless…you want to tell him that he’s being omitted.) The WWE standout and actor has taken a very fan-friendly approach with his social media presence, exposing the daily struggle that ordinary folk might have to wake up with now and again. Cena’s personality has also made him some additional pocket change in the marketing/influencing world. With over 65 million followers on social media, Cena can cross the Athlete-Actor cosmos, which makes him the dual-threat many businesses would love to have tagged in their social media posts.
Sania Mirza
Thanks to her increased social media following—almost nearing the 30 million mark—when you think of a Grand Slam-winning tennis player, who has inspired women from youth levels to mothers and grandmothers…the name Sania Mirza is near the top of the list. A massive star in her native India, Mirza joins the ranks of players like Sharapova and Serena when it comes to impacting the game of tennis and, more importantly, equality (in a sport that struggles with it).
David Beckham
With his playing days in the review of soccer history, David Beckham has still managed to stay topical and trending in both pop culture and the soccer world. The English footballer has expanded his fame and, like a few athletes on this list, has become a brand—his men’s skincare line is one of the newer ventures. His influence and international popularity allow him to earn quite a decent chunk of change through social media, too. A Beckham endorsement on Instagram for your product will cost you nearly $360,000.
Virat Kohli
Unless you’re an avid reader of Forbes’ “Highest-Paid Athlete” releases or simply can’t get enough cricket, chances are the name Virat Kohli isn’t familiar. But internationally? This guy is one of the most recognizable and influential athletes—ahead of nearly everyone, including all the soccer stars. Kohli is considered one of the best cricket players in the sport and is the captain of India’s national team. Combine all the ingredients in a social media mixing bowl, and the result is one incredibly impressive (and lucrative) following: close to 90 million.
Dwayne “The Rock” Johnson
Making “cheat meals”a commonly acceptable weekly indulgence, The Rock has built a social media presence that personifies branding. The wrestler/actor/activist/you name it has grown his following to nearly 200 million, combining incredibly intimate posts—like struggles with mental health—with more jovial, relaxing mantras, while sipping on a glass of tequila (ahem: his tequila). His personality creates a unique experience for his followers, balancing between a one-on-one talkback with a branding spokesperson—and brands go wild for that type of charisma-combo.
Ronda Rousey
Not to be overlooked in the UFC world, Ronda Rousey has arguably done more for the sport than her male counterparts, such as Conor McGregor. Rousey has taken her fame within the Octagon and used it to inspire women, championing confidence in a body-shaming world. Now, as a WWE superstar—not mention her acting and array of magazine covers—she has continued to grow as a brand, closing in on 30 million followers both in the mixed martial arts world and in pop culture.
Gareth Bale
While some of the other star footballers on this list are more recognizable to the non-soccer crowd, Gareth Bale is quickly becoming a national brand. At 30, the Welsh forward has already been pinned as a marketing juggernaut, with endorsement deals that include giants like Adidas. Although his relationship with Real Madrid is on unstable ground, Bale’s 80 million-plus following on social media makes it clear his branding foothold is quite solid.
Steph Curry
Steph Curry is one of the top social media influencers in the NBA—currently, few can claim they’re more popular. With nearly 44 million followers, Curry has built his brand from his championship-winning accolades and friendly demeanor by letting fans enjoy personal access to his family life and off-court ventures. A perfect ambassador for growing the game of basketball, Curry has done an excellent job teetering between “just another guy” and “the guy.”
Cristiano Ronaldo
No athlete has more international social media influence than what Cristiano Ronaldo currently holds. The Portuguese soccer star reportedly earns over $40 million annually…just for Instagram posts. With almost 300 million followers across Twitter and Instagram alone, it shouldn’t come as a surprise that companies are willing to shell out insane amounts of money for Cristiano’s influential endorsement.
