The world of sport has seen a cultural shift in recent years, with a gravitation towards individual stars in preference to teams as evidenced by football's Lionel Messi vs Cristiano Ronaldo rivalry.
In the 2010s, both players justifiably earned their titles as two of the greatest footballers of all time with their remarkable goalscoring feats. The extent of which have never been seen before in Europe with Ronaldo breaking the all-time goal scoring record in recent years, with 807 goals.
Messi, meanwhile, broke the record for goals in a season in all competitions in 2011/12 with 73, while also setting the record for most Ballon D'Or awards with seven compared to Ronaldo's six. Both players have achieved seemingly superhuman feats which led them to be regarded as the so-called 'GOAT' by their supporters, while the other is derided as 'Penaldo' or 'Pessi' in the comment sections of Twitter and Instagram.
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References to both players have also been accompanied by goat emojis, with what could once have been interpreted as an insult becoming one of the highest possible compliments in the world of sport.
The term GOAT, or Greatest of All Time, has risen to prominence in the past 30-years having first been coined by the wife of Muhammad Ali, Lonnie, in 1992 upon the foundation of G.O.A.T. Inc, an umbrella for the boxer's intellectual properties. Ali is widely nicknamed as 'The Greatest', with his achievements in the sport of boxing transcending sport and his work as a civil rights activist as well as his refusal to be drafted to Vietnam and his subsequent exile from the ring marking him out as a cultural icon.
In the past couple of months, the debate has become even more heated as Lionel Messi's World Cup win for Argentina was followed up by the death of Brazilian footballer Pele and the retirement of legendary NFL quarterback Tom Brady just before Lebron James' breaking of the NBA points scoring record.
All three are widely regarded among their fans as the 'GOAT' in their respective fields, but when comparing their achievements in the global sporting context, things get more complicated. If you are looking for my view of the so-called 'GOAT' debate, I will say Lionel Messi. However, if you turn around and tell me 'no' and that Cristiano Ronaldo is your pick, you are not wrong.
These arguments are subjective and throughout popular culture such divides exist on topics throughout the media landscape in the 21st century. It is much like the debate as to whether the Rolling Stones or the Beatles were better, there is no correct answer but it is very good fun having the conversation.
So far, the only names which have been mentioned in this have been those from the worlds of American sport and football, with the most widely watched sports and markets having an understandably broader cultural significance than others.
If you have this debate on either side of the world, an American may tell you that either Tiger Woods or Michael Jordan or now LeBron James, are their favourite of the GOAT genre. However, if you travel to the other side of the world, an Australian or New Zealander can tell you that either cricketing legend Sir Don Bradman or two-time Rugby World Cup winning captain Richie McCaw are their favourite.
Many in New Zealand would make the argument for McCaw's status as one of the greatest of all time across all sports, but if you went to a street outside of the rugby playing world, there is little to no chance of anyone knowing McCaw. However, if you cited Jonah Lomu, the former All Blacks winger, you may have more success.
Lomu changed the sport overnight, and much like Tiger Woods has had video game franchises named in his honour after almost single-handedly turning rugby professional with his superhuman athletic feats at the 1995 World Cup. However, he did not even win a Super Rugby championship let alone a Rugby World Cup, but this does not detract from his greatness.
Sporting greatness cannot be measured in trophies and medals, with their legacy far more important. Nobody will claim that Tyson Fury is the greatest of all-time in boxing, but his current unbeaten career trajectory of 32 wins and one draw in 33 fights and battling back from obesity and depression to regain the world championship matches the sporting feats of Ali.
However, the cultural impact of Ali goes way beyond sport with his status as an icon of the civil rights movement and his opposition to the American establishment gaining far more historical legacy than Fury's WWE appearances ever will.
Unfortunately, we will never be able to sit down and have a final discussion as to who might be the 'GOAT', with the constantly evolving sporting and cultural landscape providing with us ever changing measures of success and new stars to worship.
Will we ever see the next Usain Bolt or Roger Federer? Who knows, but isn't that part of the fun?
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