Rooney is as global a brand as they come. Ronaldo and Messi are huge worldwide stars, but Wayne isn't far behind. I would definitely argue that he would be more likely recognized than any of Bayern or say Juventus' players. He plays for Man Utd which are the biggest brand in sports in the English-speaking world. The Spanish-speaking world loves their Barcelona's and Real Madrid's, but outside of the Spanish-speaking world Man Utd would likely be the most recognizable brand and Rooney is the face of it. Not to mention he's been playing for England for a decade and been to lot's of international tournaments.