Study: Josh Allen one of NFL's most marketable stars


When it comes to NFL players' marketability, nobody beats the G.O.A.T.

According to a study conducted by The Action Network, Tom Brady is the most marketable NFL star in the league at age 44 with his record seven Super Bowl rings.

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The Action Network analyzed several different factors in determining their list with a particular focus on three metrics — social media performance, audience performance and overall likability — to create a social influence score.

Brady, naturally, scored through the roof to take the top spot on the list, but winning and longevity are not necessarily correlated to marketability.

Coming in at No. 2 was polarizing wide receiver Odell Beckham Jr., who basically forced himself off the Cleveland Browns before signing with the Los Angeles Rams last week.

The study was conducted prior to all the drama that went down with Beckham Jr., and despite his performance lacking on the field in recent years, he still scored high in the core metrics to take the No. 2 spot. Part of his high rankings can be attributed to his sponsorship deals, particularly his $29 million contract he signed with Nike.

Following Beckham Jr. was Seattle Seahawks quarterback Russell Wilson, who was one spot ahead of Green Bay Packers quarterback Aaron Rodgers, although it’s curious to wonder if the latter’s marketability was affected negatively after the COVID-19/vaccine drama stirred up in recent weeks.

Rounding out the top-five was a defensive player in Browns pass rusher Myles Garrett. The former No. 1 overall pick in 2017 scored high on The Action Network’s social performance index, with the third-best score behind Brady and Beckham Jr.

The rest of the top-10 is as follows:

6.) Patrick Mahomes - QB - Kansas City Chiefs
Influence score: 8.15

7.) George Kittle - TE - San Francisco 49ers
Influence score: 8.04

8.) Josh Allen - QB - Josh Allen
Influence score: 7.97

9.) Antonio Brown - WR - Tampa Bay Buccaneers
Influence score: 7.86

10.) J.J. Watt - DE - Arizona Cardinals
Influence score: 7.76

Here is how each metric was broken down, which is also explained in further detail here:

Social performance: 14 metrics total, including number of followers, number of posts and engagement rate, audience quality scores, average likes and comments and yearly social growth. Each metric is weighted with a score of 1 with a maximum score of 14. Brady scored an 8.17 - the highest mark.

Audience performance: two metrics – demographics and economics. These were weighted as 1 with a maximum score of 2. Beckham scored a 1.38

Interest and likability: Four metrics – Google search volume, online buzz, positive sentiment and negative sentiment. These were weighed as 1 with a maximum of 4. Brady scored a 2.98

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