Kane growing in social POWA

11 Jul 2018

By: Sport Industry Group

England captain Harry Kane is poised to break into the top three most searched-for players online following his Russia 2018 exploits, according to the results of the POWA index, a new sponsorship evaluation platform from Data POWA.

The Tottenham star, whose personal sponsors include Nike and Beats, has captured worldwide attention with his goal-scoring performances at the tournament, which have helped take England into a crunch semi-final with Croatia.

Kane sits fourth in the global football POWA index, which assesses players’ influence across all social media platforms and search engines. It is currently headed by Cristiano Ronaldo, Lionel Messi and Neymar Jr in a top ten dominated by veteran stars, including four over the age of 30.  

Data POWA claims that Kane’s position is evidence of his commercial potential as a leader of the new generation set to take over the game.

It follows a strong player and social media emphasis in England’s marketing around the tournament, which included the first ever squad announcement by online video. Other top England performers in the index include Raheem Sterling, Ashley Young, Marcus Rashford and Jesse Lingard.

The POWA Index, a data-driven, real-time sports sponsorship valuation engine, ranks the commercial impact of sponsorship properties by analysing trillions of data points across social media reach, social media engagement, on-field performances and online searches.

Commenting on the England stars’ permormance in the index, Michael Flynn, Data POWA CEO and founder of the POWA Index said: "I’m sure a lot of previously unheralded England players have caught the eye of scouts at the FIFA World Cup looking at their potential in the transfer market. At Data POWA we are the sports industry’s sponsorship scout analysing the off-field commercial potential of players, managers and teams. 

"A World Cup often puts new players into the consciousness of football fans across the globe and search volumes provide a strong indication of future commercial potential as it quantifies the proactive interest in each player. 

"Our analysis suggests that Harry Kane could now be ready to join Cristiano Ronaldo, Lionel Messi, and Neymar Jr amongst the global elite of commercial performers and we will also be watching the rest of the England team very closely as they could be dominating the POWA Index in years to come in the way that Spanish and German players have done."

The POWA Index will be running throughout the 2018/19 football season. 

Its Summer of Football edition includes the top 10 social media performers overall, the social media team of the tournament and top social media performers from the 32 countries competing in the 2018 FIFA World Cup. It also provides breakdowns of the top 10s across Facebook, Instagram and Twitter, along with lists of the most searched players on global search engines and most mentioned players on Twitter.