The research analyzed the potential money players can make away from the pitch by licensing their name and image to third parties for use in merchandise such as clothing, toys, games, books and films. Sixty-one percent of respondents said Beckham had the most commercial licensing value of past World Cup legends, ahead of Brazilian pair, Pele at 28 percent and Ronaldo at 4 percent with feisty Argentine coach, Diego Maradona at 3 percent.
Among the current crop of players, five players topped the poll despite poor showings in The World Cup in South Africa. Portuguese Cristiano Ronaldo led the way at 37 percent, followed by Argentine Lionel Messi at 19 percent, Wayne Rooney at 16 percent, Brazil's Kaka at 10 percent and
"The World Cup is one of the biggest sporting events in the world and its players, their talents and their images have been showcased to a global audience like never before," says Jessica Blue, event director, Brand Licensing Europe 2010. "The way these players license their brands is a vital part of their commercial power both during and after their football career. It will be fascinating to see how this unfolds during the final stages of the tournament and whether the final itself will give birth to a new global star."
Who do you think has the most commercial licensing value from the following list of World Cup 2010 players? *
Cristiano Ronaldo (Portugal) 36.9 percent
Lionel Messi (Argentina) 18.7 percent
Wayne Rooney (England) 15.8 percent
Kaka (Brazil) 10.4 percent
Landon Donovan (USA) 7.0 percent
Fernando Torres (Spain) 4.9 percent
Gialugi Buffon (Italy) 1.8 percent
Didier Drogba (Cote d'Ivoire) 1.3 percent
Tim Cahill (Australia) 1.3 percent
Franck Ribery (France) 0.8 percent
Sebastian Schweinstieger (Germany) 0.5 percent
Park Ji-Sung (South Korea) 0.5 percent
Arjen Robben (Holland) 0 percent
Michael Essien (Ghana) 0 percent
Who has the most commercial licensing value from the following list of World Cup legends? *
David Beckham (England) 61.0 percent
Pele (Brazil) 28.1 percent
Ronaldo (Brazil) 4.4 percent
Diego Maradona (Argentina) 3.1 percent
Bobby Moore (England) 1.6 percent
Paolo Rossi (Italy) 1.0 percent
Johan Cruyff (Holland) 0.3 percent
Eusebio (Portugal) 0.3 percent
Michael Platini (France) 0.3 percent
Geoff Hurst (England) 0 percent
Franz Beckenbauer (Germany) 0 percent
* Brand Licensing Europe 2010 World Cup Survey, July 2010. 395 respondents.
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