Sportradar: Haaland, Mbappe or Messi – who’s most popular?

Sportradar, a leading sports data and betting intelligence provider, has analyzed betting patterns across recent international football matches, revealing that Kylian Mbappe emerged as the most heavily wagered player in the "player to score" market. The analysis examined hundreds of thousands of betting tickets processed across matches including France versus Senegal, Iraq versus Norway, and Argentina versus Algeria, providing a granular view of player popularity and betting preferences among consumers.

The "player to score" market represents one of the most popular prop betting categories in football, allowing bettors to wager on whether specific players will score during a match. Mbappe's prominence in this market reflects both his established reputation as a prolific goal scorer and his high-profile status within international football. While other elite players—including Erling Haaland and Lionel Messi—also featured prominently in betting activity, Mbappe's 27-year-old peer captured the largest share of wagering attention across the analyzed fixtures.

Sportradar's analysis provides valuable insights into consumer betting behavior and player popularity dynamics. For sportsbooks and betting operators, understanding which players generate the highest wagering volume informs odds-setting strategies, marketing initiatives, and risk management decisions. The data suggests that operators should ensure robust liquidity and competitive odds in markets featuring high-profile players like Mbappe, as these markets attract substantial volume and player interest.

The analysis also reflects broader trends in sports betting consumption. As betting markets have matured and diversified, prop betting—particularly player-specific wagers—has become an increasingly significant revenue driver for operators. The granular nature of prop markets allows bettors to express nuanced views about match outcomes and individual player performance. Sportradar's data-driven insights into these markets help operators optimize their offerings and help regulators understand the scope and nature of betting activity. For players and their representatives, such data underscores the commercial value associated with individual player brands and performance expectations within the betting ecosystem.