More Than The Score - More than 2025: Cristiano Ronaldo and the art of marketability

Download More than 2025: Cristiano Ronaldo and the art of marketability

2025 was the year that Cristiano Ronaldo became the first billionaire footballer. As we look back on our favourite conversations from the past year, we're revisiting a chat with Sam Carp, head of editorial at SportsPro, a company that produces an annual list of the 50 most marketable athletes in sport. Ade Adedoyin and John Bennett find out what makes some athletes more lucrative than others, and what qualities get the attention of audiences and advertisers.

More than the Score is the BBC World Service's daily podcast exploring stories from all over the world of sport. Every Monday to Friday, we're telling stories beyond the scoreline, from athletics to Formula 1, boxing to bobsleigh, and football to the NFL. We've got interviews with extraordinary athletes like pole vault titan Mondo Duplantis, boxing royalty Cecilia Braekhus and tennis legend Boris Becker, as well as the experts working behind the scenes, from top football scouts to physios who keep NBA stars in peak condition. Plus, we've got the expertise of the BBC's top journalists, who share their insights from decades of covering sport at all levels.

And if you've got your own take on the stories we cover, we'd love to hear from you. Email morethanthescore@bbc.co.uk, or WhatsApp us on 0044 800 032 0470. You can find more information, along with our privacy notice, on our website: www.bbcworldservice.com/morethanthescore

Published on Wednesday, 24th December 2025.

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