Messi or Ronaldo? Most fans think it's simply about football. But a study of more than 10,000 people across 26 countries suggests your favourite player may reveal far more than your sporting preferences. Lynlee Foo speaks to Associate Professor Saifuddin Ahmed from NTU's Wee Kim Wee School of Communication and Information about what the Messi-Ronaldo rivalry can tell us about our values, personalities, social media habits and identity.