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In addition to Bolt, who claimed the title last year and Federer, who has won it four times in the past, Ethiopian track star Kenesisa Bekele, Spanish cycling champion Alberto Contador, Argentinian football hero Lionel Messi and motor cycling's Valentino Rossi of Italy are also in the running.

VOA: standard.2010.02.11

However, Messi, has recently signed a new contract with FC Barcelona, his beloved club.

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Messi and Ronaldo have name recognition and brand recognition on their side, as do their clubs.

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The most significant absentee was Messi, with whom any Barcelona miracle would have had to begin.

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