Erling Haaland named most marketable soccer player in 2026

Manchester City striker Erling Haaland has overtaken Cristiano Ronaldo as the world’s most marketable soccer player, according to the 2026 annual rankings released by SportsPro. Haaland ranked fourth overall in the global list of 150 athletes, trailing only tennis star Aryna Sabalenka, skier Eileen Gu, and NBA player Giannis Antetokounmpo.

The SportsPro rankings are calculated using a composite score based on brand equity, momentum, and commercial trajectory. Haaland’s rise follows a significant period of growth in the U.S. market and a strong performance for Norway during the World Cup.

In a separate commercial development, Sports Direct and Nike have launched a Christmas campaign titled ‘Unwrap Potential’ featuring Haaland. The campaign includes various sporting figures, such as Olympic sprinter Dina Asher-Smith and England football captain Leah Williamson, to promote athletic potential through curated gift guides and digital advertising.