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Brits have voted football star Lionel Messi as the greatest icon in American sport - ahead of legends like Michael Jordan and Tom Brady. The study of 1,000 UK-based fans of US sports saw the football legend, who has played for Inter Miami CF since July 2023, beat the beloved NBA and NFL players who were the top two among US native athletes.

Other stars to feature in the list included MSL legend David Beckham, and basketball players Kobe Bryant and LeBron James. Kansas Chiefs quarterback Patrick Mahomes, his teammate Travis Kelce and NBA legend Shaquille O'Neal also scored spots in the top 30.

It emerged 85% of British fans said it was the individual players who first sparked their interest in US sports, and 43% admitted they would - or have - changed the team they support if their favourite player left, jumping to 77% among 18 to 24-year-olds.

More than two thirds of fans travel to the States to attend an NFL or NBA game, and a further 23% plan to in the future.

Alexander Dreyfus, founder and CEO at Chiliz, which commissioned the research as part of its annual US sports deep dive audit said: "The USA is the world's largest sports market with internationally renowned organisations, brands and individual stars.

"This has resulted in a global community of fans in every corner of the world and the UK is clearly a significant fan market. What this report shows is that the way fans engage is adapting and shifting as digital fan engagement evolves."

The research found the National Football League (NFL) (19%) was the number one league with UK followers, beating the Major League Soccer (MLS) (18%).

This was closely followed by the National Basketball Association (NBA) (17%), Major League Baseball (MLB) (10%) and the National Hockey League (NHL) (7%) trailing behind.

As to how fans engage, 61% watch full live matches on TV or streaming while 51% follow highlights or short clips. In fact, 31% kicked off their love for a particular sports team by watching games on TV or streaming.

Social media plays a major role too, with 44% following teams online and 19% actively participating in online fan communities. YouTube remains the standout platform, used by 60% of fans, followed by Instagram (39%), X (38%) and Facebook (37%).

But time zones (50%) and subscription fees (32%) are the biggest barriers affecting fans.

Alexander Dreyfus added: "Jordan's enduring legacy and the power of teams like the Lakers and the Giants shows the importance of establishing a brand that forms deep connections with fans around the globe.

"Fans are the creators of value in sport, an industry that is moving towards a $1 Trillion valuation, and finding innovative ways to keep fans engaged is crucial for the continued growth of teams and leagues in the US."