Rise of the GOAT: From Muhammad Ali and LL Cool J to Lionel Messi and Tom Brady

The GOAT culture has become a hallmark of discussing sports and entertainment in recent years. It's a format which allows someone to use whatever criteria they deem fit. Lionel Messi has turned in one of the all-time great performances at the World Cup. He has a chance to win the Golden Boot award ahead of Kylian Mbappé. Cristiano Ronaldo's waning impact and phasing out of Portugal's lineup has played out for a global audience. The GOat is a term used to refer to the Greatest Of All Time. There were great athletes long before the internet age. The term has been used in the discussion around on-field matters at this World cup.

There is a lack of interest in soccer's greatest players in the United States. Goals and assists don't tell the full tale of a player's importance.

Lionel Messi is the most popular player in the world of soccer. Messi has already established the new 100-impact standard this month according to Google Trends. Cristiano Ronaldo is second, Pelé is third, Diego Maradona is fifth and Messi 12th. The growth of interest in soccer among American sports fans can lead to more cursory followers of a World Cup. Lionel Messi would be the first athlete without ties to North America to be called the GOAT. He doesn't consider himself the best. The topic is more fun without a definitive answer.

Brady thinks Messi is a great player, but he didn't say greatest.