EMW Global：2026运动员品牌经济报告（英文版）（26页）.pdf

1、EMW GLOBAL|X+YAPRIL|2026THE ATHLETE BRAND ECONOMY REPORTWRITTEN BY:WRITTEN BY:BILLY CRIPPSCONTRIBUTIONS:CONTRIBUTIONS:JOE PATTISON,SEAN VERITY AND ALEXIA OLIVEIRAEXECUTIVE SUMMARYEXECUTIVE SUMMARY:THE ATHLETE BRAND ECONOMY02The FIFA World Cup represents the most commercially expansive tournament in

2、football history-bringing together 48 teams and their fans across 104 fixtures,and a multi-market audience across North America.While the scale of the event creates an unprecedented opportunity for brands,the way value is generated is shifting.Attention is no longer concentrated solely within offici

3、al broadcast and sponsorship structures.Increasingly,it flows through the athletes themselves.Modern footballers operate as global media entities;capturing,amplifying,and monetising attention through their own channels.A single World Cup moment can now translate into millions of followers,global eng

4、agement,and measurable commercial value.In partnership with x+y Market Intelligence,this report explores how athlete-driven attention is reshaping the World Cup ecosystem.Using x+ys proprietary VIE Score and Media Equivalency Value(EQV),we provide a structured framework to understand who is driving

5、attention,how it is growing,and what it is worth.Part 1 outlines the shift.Part 2 identifies the athletes leading it.CONTENTSPART 1.1.ATHLETES AS BRANDS AT THE WORLD CUP:INTRODUCTION2.SCALE,EXPANSION,CULTURAL GRAVITY:THE EVENT3.OFFICIAL ASSOCIATION TO ATHLETE-DRIVEN VALUE:THE EVOLUTION4.OWNED CHANNE

6、LS,PROFESSIONAL CONTENT,AND SELF-INVESTMENT:THE ATHLETE BRAND MACHINE5.EMW/X+Y:AN INTRODUCTION6.THE VIE SCORE AND EQV FRAMEWORK:WHAT ARE THEY?7.WHY THIS MATTERSPART 2.1.FROM ATTENTION TO VALUE:INTRODUCTION2.HOW IT WORKS:METHODOLOGY3.THE TOP 20 ATHLETES BY VIE SCORE4.THE TOP 10 ATHLETES BY EQV SCORE5