The 10 Most Marketable Athletes 2024
In today’s sports landscape, an athlete's marketability can significantly influence their career trajectory, earning potential, and even their legacy. Marketability transcends athletic prowess; it encompasses charisma, public presence, social media influence, and personal branding. The more relatable and engaging an athlete is, the more likely they are to attract sponsorships and endorsements, further fueling their success both on and off the field.
For instance, consider LeBron James. Beyond his extraordinary basketball skills, he has cultivated a powerful brand that extends to various ventures, including movies and social activism. His ability to resonate with fans and promote various causes has made him a favorite among brands, demonstrating how marketability can enhance an athlete's overall impact.
In 2024, SportsPro released its list of the 50 Most Marketable Athletes, highlighting those who not only excel in their respective sports but also connect deeply with their audiences. Here’s a closer look at the top ten marketable athletes and what makes them stand out, including what they’re currently up to in October 2024.
- Simone Biles
Sport: Gymnastics
Achievements: 32 Olympic and World Championship medals
Marketability Factors
Simone Biles is synonymous with gymnastics excellence. With a staggering total of 32 Olympic and World Championship medals, she is the most decorated gymnast in history. Biles’s marketability stems not only from her athletic achievements but also from her candid discussions about mental health and her advocacy for abuse survivors within sports.
In 2024, Biles returned to competitive gymnastics in the Paris Olympics after a brief hiatus. This was a highly anticipated performance and it did not disappoint as the athlete won 4 medals in total.
She has also been active in various endorsement campaigns, including partnerships with major brands like Athleta and Visa, where she continues to champion mental health awareness. Biles is also leveraging her platform to inspire young athletes through motivational speaking engagements.
- Vinicius Junior
Sport: Soccer
Achievements: UEFA Champions League winner
Marketability Factors
Brazilian soccer sensation Vinicius Junior has rapidly risen to fame as a key player for Real Madrid and the Brazilian national team. Known for his electrifying pace and dribbling skills, he played a pivotal role in Real Madrid's recent UEFA Champions League victory.
As of October 2024, Vinicius is enjoying a stellar season with Real Madrid, where he has been instrumental in their La Liga campaign. Off the field, he is expanding his brand presence through social media and collaborations with fashion brands, showcasing his unique style and cultural roots. His philanthropic efforts continue to gain momentum, as he actively participates in community outreach programs in Brazil.
- LeBron James
Sport: Basketball
Achievements: 4× NBA Champion, 4× NBA MVP
Marketability Factors
LeBron James stands as a titan in the sports world. His four NBA championships and multiple MVP awards underscore his talent and leadership on the court. Off the court, LeBron’s entrepreneurial ventures, including his production company and philanthropic initiatives, bolster his brand.
In October 2024, LeBron is gearing up for the upcoming NBA season, preparing the Los Angeles Lakers for another championship run. He continues to work on his media projects, including the highly anticipated sequel to Space Jam, and is actively involved in several social justice initiatives. His recent partnership with Nike focuses on promoting sustainable practices in sports apparel, further solidifying his influence in both sports and business.
- Caitlin Clark
Sport: Basketball
Achievements: NCAA Champion, multiple All-American honors
Marketability Factors
Caitlin Clark has taken women's college basketball by storm. As a standout player for Iowa, she led her team to an NCAA Championship and earned multiple All-American honors. Clark's fierce competitiveness and impressive skills have drawn national attention and sparked a new wave of interest in women's sports.
Currently, in October 2024, Caitlin is preparing for her junior season at Iowa, where she is expected to be a frontrunner for player of the year honors. Beyond her on-court activities, she is involved in various campaigns to promote women's athletics and has signed endorsement deals with major brands like Gatorade and Adidas. Her engaging personality on social media continues to attract a growing fan base, making her a key figure in the sports marketing landscape.
Related: Olympians championing their sport and their mental health
- Lionel Messi
Sport: Soccer
Achievements: 7× Ballon d'Or winner, World Cup champion
Marketability Factors
Lionel Messi is often regarded as one of the greatest soccer players of all time. With a record 7 Ballon d'Or awards and a recent World Cup victory, his accolades speak volumes. Messi’s humility, work ethic, and sportsmanship have endeared him to fans worldwide, amplifying his marketability.
As of October 2024, Messi is thriving with Inter Miami in Major League Soccer, where he has made an immediate impact both on the field and in terms of attendance and viewership. He is also launching a new line of lifestyle products, collaborating with various brands to promote soccer in the U.S. and to inspire young players through community clinics. Messi continues to engage with fans through his social media channels, sharing insights into his life as a father and athlete.
- Rebeca Andrade
Sport: Gymnastics
Achievements: Olympic champion, World Championship titles
Marketability Factors
Rebeca Andrade, a rising star in gymnastics, captured the world's attention with her remarkable performances, including winning gold at the Tokyo Olympics. As Brazil's first female gymnast to achieve this feat, her journey resonates with many, inspiring a generation.
In October 2024, Andrade is focusing on her training ahead of the upcoming World Championships, aiming to defend her titles. She remains active on social media, engaging with fans and promoting her partnerships with brands like Nike and Kellogg's. Andrade’s story of perseverance and her commitment to advocating for sports in Brazil have made her a beloved figure both locally and internationally.
- Kylian Mbappe
Sport: Soccer
Achievements: FIFA World Cup winner, Ligue 1 titles
Marketability Factors
Kylian Mbappe has quickly established himself as one of soccer's most exciting talents. His explosive speed and skill have made him a key player for both Paris Saint-Germain and the French national team, with a FIFA World Cup win under his belt.
As of October 2024, Mbappe is gearing up for the UEFA Champions League matches with PSG, where he aims to lead his team to another deep run in the tournament. Off the pitch, he is enhancing his brand through various endorsement deals, including a new partnership with a luxury watch brand. Mbappe is also involved in philanthropic efforts, focusing on education and sports access for underprivileged youth in France.
- Ilona Maher
Sport: Rugby
Achievements: Key player for the USA Women's Rugby Team, Olympic Bronze Medalist
Marketability Factors
Ilona Maher is making waves in rugby, becoming a household name in the USA. As a key player for the USA Women’s Rugby Team, she combines athletic prowess with an engaging social media presence.
n October 2024, Maher is not only preparing for the World Rugby Women’s Sevens Series, aiming to lead the USA to success on the global stage, but she has also made her much-anticipated debut on Dancing with the Stars. Her entrance into the dance world has been nothing short of spectacular; Ilona's blend of athleticism and rhythm has wowed audiences and judges alike, earning her rave reviews for her performances.
Her vibrant social media presence adds to her growing appeal, where she shares behind-the-scenes glimpses of her life as an athlete and a dancer. From her training sessions to her captivating dance rehearsals, Maher’s posts resonate with fans who appreciate her authenticity and humor. She has amassed a substantial following, and her ability to connect with viewers has transformed her into a powerful influencer in the sports and entertainment realms.
Marketability in sports is more than just a popularity contest; it reflects an athlete's ability to connect with fans, promote positive messages, and maintain a strong presence across various platforms. The athletes highlighted in SportsPro's 50 Most Marketable Athletes list exemplify these qualities, showcasing how a compelling personal brand can lead to lucrative opportunities and long-lasting impact in the world of sports. With the right combination of talent, charisma, and engagement, these athletes are not just champions in their fields but also influential figures shaping the future of sports marketing.
