Neymar Termahal di Dunia. Singkirkan Bolt, Messi dan McIlroy
Neymar Beats Bolt, Messi and McIlroy in List of World`s Most Marketable Athletes
Editor : Heru S Winarno
Translator : Parulian Manalu
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BINTANG Brasil, Neymar adalah atlet termahal di dunia. Striker Santos berada di depan melampaui bintang olahraga seperti seperti Lionel Messi, Usain Bolt dan Lewis Hamilton di dalam daftar 50 atlet paling berharga versi majalah SportsPro itu.
Namun mengapa atlet 21 tahun yang belum pernah mendukung klub sepak bola di luar Brasil atau tampil dalam turnamen besar internasional dianggap lebih berharga daripada beberapa atlet terbesar di dunia olahraga?
David Cushnan, editor-in-chief SportsPro menjelaskan bahwa ada tiga alasan utama mengapa Neymar, yang juga menduduki puncak daftar tahun lalu, meraih posisi tersebut.
"Pada dasarnya kami mencoba untuk memprediksi nilai pemasaran selama tiga tahun ke depan. Kami mencoba untuk meramalkan siapa yang layak menjadi investasi dari sudut pandang sponsor, tetapi juga yang mungkin menawarkan dalam bentuk tunai, seperti dilansir Mail Online.
´Kami memperkirakan Neymar akan menjadi bintang Piala Dunia tahun depan, ketika menjadi bintang di negerinya sendiri, dia bintang besar di Brasil."
"Dia masih memiliki peluang besar di masa mendatang, mungkin untuk Barcelona, yang akan mengangkat dirinya ke tingkat ketenaran yang baru. Dan tidak ada keraguan bahwa Messi adalah pemain yang lebih berbakat tapi Anda dapat berargumen dia karismatik ketika di luar, tidak animated atau percaya diri di depan kamera.
"Anda tidak bisa mengabaikan dia, tapi ketika menjadi produk pemasaran kesimpulan kami adalah Neymar. Dari segi pemasaran dan titik pandang merek, jika Anda memilih seseorang selama tiga tahun ke depan dia orangnya. "
Sebuah tim dari lima pakar bisnis-olahraga di SportsPro mengambil putusan akhir pada daftar tapi menggunakan sumber di seluruh dunia dari lembaga pemasaran dan periklanan dan federasi di olahraga yang berbeda.
Ada olahragawati dalam daftar tahunan untuk pertama kalinya sejak didirikan pada 2008, petenis wanita AS Sloane Stephens di peringkat tertinggi di No 9 untuk atlet wanita.
Cushnan percaya Olimpiade telah berdampak pada jumlah wanita dalam daftar, berkata: "Memang benar untuk mengatakan bahwa ada banyak potensi pada atlet wanita.perempuan. Olimpiade di Inggris berdampak pada hal itu.
"Ini menggarisbawahi bahwa mereka tidak hanya atlet biasa tapi luar biasa untuk mendukung popularitas merek dan melampaui olahraga. Mereka nyaman mempromosikan olahraga maupun merek. Mereka nyaman di depan kamera."
Cushnan menambahkan bahwa media sosial juga memainkan faktor besar bagaimana efek atlet.
"Vincent Kompany. Nilainya tinggi hanya karena cara dia sangat masuk akal, tetapi juga terus kepribadiannya sendiri di Twitter, "kata Cushnan.
"Dia menyegarkan. Berbicara tentang bukan hanya sepakbola, tapi masalah lain. "
50 Atlet Termahal di Dunia
1 Neymar - sepak bola, Brasil
2 Lionel Messi, sepak bola, Argentina
3 Rory McIlroy, golf, UK
4 Robert Griffin III, sepak bola Amerika, USA
5 Usain Bolt, atletik, Jamaika
6 Novak Djokovic, tenis, Serbia
7 Lewis Hamilton, Formula Satu, UK
8 Cristiano Ronaldo, sepak bola, Portugal
9 Sloane Stephens, tenis, USA
10 Blake Griffin, basket, USA
11 Tiger Woods, golf, USA
12 Sebastian Vettel, Formula Satu, Jerman
13 Virat Kohli, kriket, India
14 LeBron James, basket, USA
15 Victoria Azarenka, tenis, Belarus
16 Maria Sharapova, tenis, Rusia
17 Alan Oliveira, Paralimpik sprinter, Brasil
18 Andy Murray, tenis, UK
19 Alex Ovechkin, hoki es, Rusia
20 Missy Franklin, renang, USA
21 Vincent Kompany, sepak bola, Belgia
22 Carmelo Anthony, basket, USA
23 Caroline Wozniacki, tenis, Denmark
24 Sergio Perez, Formula Satu, Meksiko
25 Rafael Nadal, tenis, Spanyol
26 Lindsey Vonn, ski, USA
27 Alex Morgan, sepak bola, USA
28 Mike Trout, bisbol, USA
29 Jack Wilshere, sepak bola, Inggris
30 Yani Tseng, golf, Taiwan
31 Manny Pacquiao, tinju, Filipina
32 Saul Alvarez, tinju, Meksiko
33 Lucas Moura, sepak bola, Brasil
34 Bubba Watson, golf, USA
35 Shaun White, salju / skateboard, USA
36 Ellyse Perry, kriket / sepak bola, Australia
37 James Harden, basket, USA
38 Shinji Kagawa, sepak bola, Jepang
39 Seth Jones, hoki es, USA
40 Laura Robson, tenis, UK
41 David Rudisha, pelari jarak jauh, Kenya
42 Mark Cavendish, bersepeda, UK
43 Stacy Lewis, golf, USA
44 Kim Yu-Na, figure skating, Korea Selatan
45 Danica Patrick, Nascar, USA
46 Anderson Silva, MMA, Brasil
47 Dale Earnhardt Jr, Nascar, USA
48 Gareth Bale, sepak bola, Inggris
49 Robert Kubica, Formula Satu, Polandia
50 Katie Walsh, joki, Rep Irlandia
BRAZILIAN star Neymar is the most marketable sportsperson in the world. The Santos striker has been placed ahead of the likes of Lionel Messi, Usain Bolt and Lewis Hamilton at the top of SportsPro magazine´s top 50 most marketable athletes.
But why is a 21-year-old who has never played club football outside of Brazil or featured in a major international tournament considered more valuable than some of the greatest athletes across the sporting world?
David Cushnan, SportsPro editor-in-chief, explains that there are three key reasons why Neymar, who also topped the list last year, earned his position.
´Essentially the crux of it is we are trying to predict marketing value over the next three years. We´re trying to forecast who is going to be worth investing from a sponsorship point of view but also who perhaps offers real value for money.
´Our feeling is that Neymar has the World Cup coming up next year, where he´s going to be the star at home, he´s a megastar in Brazil.
´He still has this big move to come, probably to Barcelona, that will launch him to whole new level of fame. And there is no doubt that Messi is the more talented player but you can make the argument he is not particularly charismatic off the pitch, not animated or confident in front of the camera.
´You can´t ignore him but when it comes to marketing our conclusion was Neymar. From a marketability and brand appeal point of view, if you´re picking someone for three years he´s the guy.´
A team of five sport-business experts at SportsPro have the final decision on the list but use sources around the globe from marketing and advertising agencies and federations across different sports.
There are more sportswomen in the annual list for the first time since its inception in 2008, with American tennis player Sloane Stephens the highest-ranked woman at No 9.
Cushnan believes the Olympics has had an impact on the number of women on the list, saying: ´It is certainly true to say there is a lot more potential in women´s sports. In Britain the Olympics had an effect on that.
It underlines they´re not only incredible athletes but are incredible at endorsing a brand and going beyond the sport. They are comfortable promoting sport as well as there brand or someone else´s brand. They´re comfortable in front of the camera.´
Cushnan added that social media is also playing a huge factor in how marketable athletes are.
´Vincent Kompany. He is high up just because of the way he´s very sensible but also keeps his own personality on Twitter,´ Cushnan said.
´He´s refreshing. Talks about not just football but other issues.´
Top 50 Most Marketable Athletes
1 Neymar – football, Brazil
2 Lionel Messi, football, Argentina
3 Rory McIlroy, golf, UK
4 Robert Griffin III, American football, USA
5 Usain Bolt, athletics, Jamaica
6 Novak Djokovic, tennis, Serbia
7 Lewis Hamilton, Formula One, UK
8 Cristiano Ronaldo, football, Portugal
9 Sloane Stephens, tennis, USA
10 Blake Griffin, basketball, USA
11 Tiger Woods, golf, USA
12 Sebastian Vettel, Formula One, Germany
13 Virat Kohli, cricket, India
14 LeBron James, basketball, USA
15 Victoria Azarenka, tennis, Belarus
16 Maria Sharapova, tennis, Russia
17 Alan Oliveira, Paralympic sprinter, Brazil
18 Andy Murray, tennis, UK
19 Alex Ovechkin, ice hockey, Russia
20 Missy Franklin, swimming, USA
21 Vincent Kompany, football, Belgium
22 Carmelo Anthony, basketball, USA
23 Caroline Wozniacki, tennis, Denmark
24 Sergio Perez, Formula One, Mexico
25 Rafael Nadal, tennis, Spain
26 Lindsey Vonn, skiing, USA
27 Alex Morgan, football, USA
28 Mike Trout, baseball, USA
29 Jack Wilshere, football, UK
30 Yani Tseng, golf, Taiwan
31 Manny Pacquiao, boxing, Philippines
32 Saul Alvarez, boxing, Mexico
33 Lucas Moura, football, Brazil
34 Bubba Watson, golf, USA
35 Shaun White, snow/skateboarding, USA
36 Ellyse Perry, cricket/football, Australia
37 James Harden, basketball, USA
38 Shinji Kagawa, football, Japan
39 Seth Jones, ice hockey, USA
40 Laura Robson, tennis, UK
41 David Rudisha, long-distance runner, Kenya
42 Mark Cavendish, cycling, UK
43 Stacy Lewis, golf, USA
44 Kim Yu-Na, figure skating, South Korea
45 Danica Patrick, Nascar, USA
46 Anderson Silva, MMA, Brazil
47 Dale Earnhardt Jnr, Nascar, USA
48 Gareth Bale, football, UK
49 Robert Kubica, Formula One, Poland
50 Katie Walsh, jockey, Rep of Ire
