When it comes to the bigger sport brand, it is difficult to compare Michael Jordan and Lionel Messi directly as they represent different sports and have different brand dimensions. However, both athletes have achieved remarkable success and have built substantial brands in their respective sports.

Michael Jordan, a retired professional basketball player, is widely recognized as one of the greatest basketball players of all time. His influence on and off the court has made him a global icon. Jordan's brand, represented by the famous Jumpman logo, is known as "Jordan Brand" and is a subsidiary of Nike. Jordan's brand extends beyond basketball shoes and apparel, with a significant impact on popular culture, fashion, and even the business world. The brand's success is evident in its annual revenue, which reached over $3.1 billion in 2020 (source: Forbes).

Jordan's brand has also been successful in collaborations with other major brands, such as Nike, Gatorade, Hanes, and McDonald's. These partnerships have further solidified his brand's influence and reach. Additionally, Jordan's ownership of the Charlotte Hornets NBA team adds another dimension to his brand, as he is involved in the business side of sports.

On the other hand, Lionel Messi, an active professional footballer, is widely regarded as one of the greatest football players of all time. Messi has built a strong personal brand through his exceptional skills, records, and achievements on the field. His brand is associated with his personal logo, "M," and is represented by endorsements and collaborations with various global brands.

Messi's brand endorsements include partnerships with Adidas, Pepsi, Huawei, and Gillette, among others. These collaborations contribute to his brand's recognition and financial success. In 2020, Messi topped Forbes' list of highest-paid athletes, earning $126 million, with a significant portion coming from endorsements.

While Messi's brand may not have the same impact on popular culture as Jordan's, his global appeal as a football superstar is undeniable. His social media following, with over 200 million followers on Instagram alone, showcases the reach and influence of his brand.

It is important to note that the concept of a "bigger" brand can be subjective and depends on various factors, including the sport's popularity, geographical reach, and cultural impact. Both Jordan and Messi have achieved extraordinary success in their respective sports and have built strong and influential brands, making it challenging to determine a clear winner in terms of the bigger sport brand.