The SMART Score: Why Global Icons Still Face a U.S. Recognition Gap
The SMART Score: Why Global Icons Still Face a U.S. Recognition Gap
In a world where athletes are more than just competitors—they’re cultural icons, media channels, and marketing powerhouses—the need for clear, data-driven insights has never been greater. Enter the SMART score, Kantar’s Athlete Reputation Tracker, which distills the complex mix of familiarity, likability, and negative perceptions into a single number. For brands, this means a smarter way to identify the athletes who truly connect with fans and drive results.
But the 2025 SMART report reveals a surprising twist: even the world’s biggest stars can struggle to break through in the U.S. market. Take Lionel Messi and Shohei Ohtani—both global superstars, both at the top of their respective sports, and both tied for the highest SMART score among foreign-born athletes (51). Yet, despite Ohtani’s historic MLB season and Messi’s legendary status, neither cracks the U.S. top 15 for overall athlete marketability.
What’s holding them back? The data among more than 2,500 U.S. sports fans suggests that language and cultural barriers, as well as the unique dynamics of American sports fandom, can slow the rise of even the most accomplished international athletes. For brands, this gap is both a challenge and an opportunity. Helping global icons like Messi and Ohtani build deeper connections with U.S. audiences could unlock enormous value, especially with events like the 2026 World Cup on the horizon.
Other findings from the 2025 SMART report:
- NFL (11) and NBA (6) athletes make up 68% of the top 25—underscoring the dominance of these leagues in American culture.
- Caitlin Clark ranked fourth overall, while Paige Bueckers made the biggest leap in the rankings (up 23 spots to #54), but still trails far behind Clark’s WNBA stardom.
- C.J. Stroud is the highest-rated under-25 athlete measured, signaling a new generation of marketable stars.
- Among media personalities, Peyton Manning and Charles Barkley top the list—outscoring many active athletes.
- Soccer’s star power gap: Only Messi and Ronaldo have strong name recognition among U.S. fans, highlighting a major opportunity for brands as the 2026 World Cup approaches.
- Jake Paul remains the most polarizing figure, with the highest negative perception for the third year running.
