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Congratulations to Karim Benzema and Alexia Putellas, the winners of this year's Ballon d’Or (“Golden Ball”) Award, presented in Paris on October 17th. Nominees for the annual award recognizing the best player over the previous year–presented by French news magazine French Football since 1956–included 30 men’s and 20 women’s football players from around the world.
Real Madrid striker Karim Benzema–nicknamed “Karim the Dream”–was the favorite after winning the UEFA Nations League with France, the LaLiga title, the Spain Supercup, and the Champions League with Real Madrid, as well as the 2021/2022 UEFA Men’s Player of the Year. With 120M total followers, Benzema was the second most-followed Ballon d’Or nominee this year on social media. His partnerships with 6 brands–including adidas, Jean Paul Gaultier, Technogym, and Crypto.com–have generated 16M engagements and counting.
Alexia Putellas won the women’s Ballon d’Or Award for the second consecutive year, becoming the first female player to win the title twice. Her elite run has boosted her social following a whopping 330% year-over-year to 3M across Twitter, Facebook, Instagram and TikTok. The FC Barcelona midfielder takes the 5th spot among both male and female Ballon d’Or nominees in terms of brand partnerships, garnering more than 2.4M engagements across 18 branded posts.
With a staggering following of more than 740M, nominee Cristiano Ronaldo is the most popular person in the world on social media. He also leads the nominees in brand partnerships with 17, including LiveScore, Nike, Clear (Unilever), and CR7, his own underwear brand. With 18 nominations during his career–the most of any player–the Portuguese megastar has won 5 Ballon d’Or trophies, a feat surpassed only by Lionel Messi with 7 awards.
Alex Morgan tops the list of female players on social media with an audience of more than 20M–ranking her 15th among all Ballon d’Or nominees by total followers. With 27 deals, the San Diego Wave striker also partners with more brands than any other female athlete. Morgan’s most engaging branded post–on Instagram with Beat Everybody, the clothing brand she cofounded with fellow US Women's National Soccer Team players Allie Long and Kelley O’Hara–has racked up 293K engagements since January.
To learn more about these athletes and their social metrics, download the Ballon d’Or SPRED Report at https://sponsorunited.com/ballon-dor-spred-report/.