Paul Rouse: What's the next frontier for celebrity culture kicked off by Pele?

Before the Brazilian and the advent of TV, it was individual sports that most usually produced the most famous sports people in the world.

ICON: Pele celebrates the victory after winning the 1970 World Cup in Mexico. Picture: Alessandro Sabattini/Getty Images

Because soccer is now the most popular sport in the world (in terms of players and spectators), it is a simple fact that its greatest stars are enormous global celebrities.

After the death of Pele, the claim was repeatedly made that he was the first global soccer star. This, in turn, made Pele one of the most famous people in the world.