Fernando Torres is worth his weight in goals and gold to Liverpool after the Spain striker's surname proved most popular on replica Premier League shirts sold across the world.
Torres has made a name for himself, but his moniker continues to make a name for Liverpool, who benefit at the cash tills from every jersey sold in the UK and overseas.
Liverpool enjoyed three of the top 10 spots with Steven Gerrard second in the list and seasoned defender Jamie Carragher occupying ninth spot. He is the only defender in the statistics compiled by Sporting iD, who specialise in the business of putting celebrated surnames on shirts.
Manchester United striker Wayne Rooney was third, while Arsenal skipper Cesc Fabregas was fourth followed by team-mate Andrey Arshavin.
English champions Chelsea, perhaps somewhat surprisingly, feature lower in the top 10 with Frank Lampard and Didier Droga their sole representatives.
Former Liverpool striker Michael Owen turned Manchester United idol comes in at nine, while Carlos Tevez of Manchester City has the 10th most popular surname, no doubt helped by his inflammatory decision to jump the fence from United to City last summer.
While European champions Internazionale and Bayern Munich contested last season's Champions League final, it seems that the pulling power of the English game is unrivalled.
Cristiano Ronaldo was in second place a year ago, while at Manchester United, but falls out of the top 10 this year - a surprise for Real Madrid, who would have expected his name on the shirt of one of the biggest clubs in the world to shift plenty of units.
Shirt sales are big business. Torres arrived in Liverpool from Atletico Madrid for an estimated £25 million in 2007, but that looks cheap at half the price.
When David Beckham departed Manchester United for Real Madrid in a £25m transfer in 2003, he sold over one million shirts which accounted for over 50 per cent of the club's sales.
Even in the twilight of his career, Beckham continues to put fans in shirts. The former England captain sold over 300,000 shirts in a year in Los Angeles, which was said to be around three times the figure flogged by America's most vaunted basketball and baseball stars.
Torres, with his blonde mane chopped for the World Cup finals, is only 26. The numbers add up for Liverpool in more than just his goals.
He may be famed for his movement in the box, but his club will be content that Torres remains a non-mover in selling the jerseys.
Top 10 selling named shirts
1. 'Torres 9' (Liverpool)
2. 'Gerrard 8' (Liverpool)
3. 'Rooney 10' (Manchester United)
4. 'Fabregas 4' (Arsenal)
5. 'Arshavin 23' (Arsenal)
6. 'Lampard 8' (Chelsea)
7. 'Drogba 11' (Chelsea)
8. 'Owen 7' (Manchester United)
9. 'Carragher 23' (Liverpool)
10. 'Tevez 32' (Manchester City)
- Fernando Torres
- Manchester United