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Captain Iker Casillas of Spain lifts the trophy after victory during the UEFA EURO 2012 final match between Spain and Italy at the Olympic Stadium on July 1, 2012 in Kiev, Ukraine. (Photo by Shaun Botterill/Getty Images)
While on the pitch prowess certainly plays a part, brands look to a number of other factors, including fame and public perception, to assess the marketability of players for their campaigns.
Sports intelligence company Repucom has pulled together the top 10 most marketable players in European football. Its rankings take into account global awareness, appeal, aspiration, trust, and sponsorship revenue, and are based on its own in-house data and a global survey of consumers across 13 markets. Repucom says its survey of 7,000 people represents the views of 1.6 billion consumers worldwide.