Top 20 most marketable sports stars revealed

Nicola Riches
By Nicola Riches | 23 July 2015

Tennis players, led by Roger Federer, are the most marketable sports stars in the world, according to the London School of Marketing.

In a newly-compiled list, it finds that out of the top 20 most marketable players, six of them are tennis players. Only two women make the grade – again, tennis players – in the shape of Maria Sharapova at 12 and Serena Williams at 20.

No Australian sports stars make the top 20.

The list calculates the brand value of sporting stars by gauging their sponsors and advertising income as a percentage of their total earnings, as well as their social media reach.

London School of Marketing faculty member Jacques de Cock told reporters: “There are four main reasons why brands want to be associated with sports stars and the first explains why the list is almost exclusively male; it enables marketers to advertise to the traditionally hard to reach 16 – 30 year old male bracket. Sport is the obvious way to do this due to the ‘hero’ status of many sportsmen.

“Sports stars are also brilliant vessels for increasing brand awareness purely down to the sheer volume of people who watch sport.

“Finally sports stars can boost a brand’s equity. The values attributed to sportsmen (honesty, hard work, dedication, skill, etc.) can be of significant value to brands that are not naturally associated with this, for instance, banking, insurance and utilities.”

Liked this? We have a Sports Marketing Special Report in the enxt issue of adnews, out tomorrow (24 July 2015). It eplores the ongoing sports rights negotiations, how previously undervalued women's sports are making gains with brands and the rise of overseas sports such as basketball for sponsorship opportunities.  Subscribe to AdNews in Print, or get it now on iPad.

Top 20 Most Marketable Sports Stars

1. Roger Federer – Tennis

2. Tiger Woods – Golf

3. Phil Mickelson – Golf

4. LeBron James – Basketball

5. Kevin Durant – Basketball

6. Rory McIlroy – Golf

7. Novak Djokovic – Tennis

8. Rafael Nadal – Tennis

9. Mahendra Singh Dhoni – Cricket

10. Cristiano Ronaldo – Football

11. Kobe Bryant – Basketball

12. Maria Sharapova – Tennis

13. Lionel Messi – Football

14. Usain Bolt – Track

15. Neymar – Football

16. Andy Murray – Tennis

17. Kei Nishikori – Tennis

18. Derrick Rose – Basketball

19. Floyd Mayweather – Boxing

20. Serena Williams - Tennis

Did you catch this earlier this year? Most shared tennis ads - sports stars not needed

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