Who is the Most Marketable Athlete in 2025?
I recently watched a great piece on the business empire of 2025 Masters champion Rory McIlroy by The Long Play (watch here). As it broke down his significant investment portfolio, tournament winnings, and real estate empire, the key thing that jumped out to me as a marketeer was his insane sponsorship contracts with the likes of Nike, Taylormade, Bose, and Whoop.
It got me thinking, who right now is truly the most marketable athlete in the world?
To figure that out, I had to move my research far away from just global awareness and reach. Instead, I delved into factors like the athlete's specific sport and its demographics, their personality, their social impact, their digital footprint, and much more. Without thinking of the latter, there are, of course, the obvious names that dominate headlines. But when you bring all these elements together, it brings in names you would not expect to lead the pack in 2025.
“Who is the most marketable athlete?" isn't just about fame or on-field brilliance. It's a complex equation, a blend of performance, personality, global reach, authenticity, and increasingly, social impact. In a fragmented media landscape and a rapidly evolving creator economy, the factors determining marketability are more nuanced than ever before. The true measure of marketability lies in an athlete's ability to drive consumer action, build brand affinity, and deliver tangible ROI for their partners. It's about translating athletic prowess into cultural currency.
So, who leads the pack as we navigate through 2025? While lists will always vary slightly based on methodology, the consistent leaders and the emerging forces offer fascinating insights into the modern blueprint for athlete marketability.
The Current Icon? Simone Biles
Perhaps surprisingly to some, and a testament to the evolving nature of marketability, American gymnast Simone Biles has consistently ranked as one of the most marketable athletes in the world. SportsPro's 2024 ranking placed her at number one globally with an impressive marketability score of 96.16 (out of 100), based on brand strength, market reach, and estimated worth. Given her influence and recent competitive activity, she remains a powerhouse in 2025. This isn't just about her dominance in gymnastics – with 32 Olympic and World Championship medals, she's the most decorated gymnast in history. Her marketability transcends her sport due to several key factors:
Authenticity and Vulnerability: Biles has been incredibly candid about her struggles with mental health, particularly at the Tokyo Olympics. This vulnerability resonated deeply with a global audience, showcasing immense courage and shifting public perception around athlete well-being. Brands are increasingly seeking partners who are authentic and can connect emotionally.
Advocacy and Social Impact: Beyond mental health, Biles is a vocal advocate for various social causes, including abuse survivors within sports. Her commitment to social responsibility enhances her image and attracts brands looking to align with purpose-driven figures.
Media Savvy: She leverages her platform effectively, engaging in motivational speaking and participating in various media opportunities that diversify her image beyond the gymnastics arena.
Biles exemplifies how a combination of sporting excellence, a compelling personal narrative, and social responsibility can create an incredibly powerful and appealing brand.
The Powerhouses: Football & Basketball's Global Giants
While Biles holds a unique position, the usual suspects from football (soccer) and basketball continue to command immense marketability due to their global reach and consistent high performance.
Vinicius Junior: Ranked second by SportsPro (91.52 score), the Real Madrid and Brazil star represents the rising generation. His electrifying play, pivotal role in Champions League victories, and rapidly growing social media presence make him a compelling figure for brands. Forbes estimates his annual earnings from endorsements alone are around $15 million, with major sponsorships from companies like Nike (with whom he recently repaired relations), Gatorade, Netflix, Pepsi, Sony, Unilever, and Yum! Brands. His overall net worth in 2025 is estimated at around $55 million.
LeBron James: The basketball legend, still a dominant force at 39, remains a marketability titan (91.26 score). Beyond his four NBA championships, LeBron has built an entrepreneurial empire. With a net worth of $1.2 billion in 2025, he became the first active NBA player to achieve billionaire status in 2022. He has made an estimated $479 million from basketball alone, but his off-court ventures and endorsements, including a lifetime deal with Nike rumored to be worth over $1 billion, significantly fuel his financial growth. His consistent presence at the intersection of sport, entertainment, and social justice ensures his enduring relevance and appeal to brands like Nike and PepsiCo.
Lionel Messi: Though slightly lower on some marketability lists in 2024 (89.67 score) compared to previous years, Messi's move to Inter Miami in July 2023 dramatically impacted MLS. His presence led to an explosion in attendance and viewership across the league. In May 2025 alone, he was named MLS Player of the Month, scoring seven goals and providing four assists for Inter Miami, leading the league in goal contributions. His humility, work ethic, and recent World Cup victory continue to endear him to fans worldwide, driving unparalleled engagement for partners like Adidas and Apple.
Kylian Mbappé: The French sensation (85.63 score) embodies the future of global football. His explosive talent, World Cup win, and recent high-profile club transition make him a magnet for premium brands. His endorsement deals, including a long-standing partnership with Nike (since 2017), Hublot (reportedly £1 million yearly), EA Sports (as a FIFA cover star), Sorare, and Oakley, collectively earn him about £16.5 million annually. He also holds an 80% share in Ligue 2 club SM Caen through his company Interconnected Ventures, which reportedly injected £12.8 million into the venture.
Cristiano Ronaldo: Despite his recent departure from Saudi Arabia, Ronaldo continues to be a commercial juggernaut. Forbes reported him as the highest-paid athlete in the world for 2025, with an astonishing $275 million in earnings, much of it from his Al-Nassr contract. His monumental social media following is unparalleled: he boasts 655 million followers on Instagram alone (the most followed person globally, excluding Instagram's official account), keeping him in the marketability conversation. His relentless pursuit of excellence and vast digital reach prove that even a controversial move can still generate significant financial power and brand visibility.
The Rising Tide: Women's Sports and Emerging Stars
A crucial and accelerating trend in marketability is the rapid ascent of female athletes and stars from sports traditionally outside the "big two." This demographic shift is bringing exciting new faces to the forefront.
Caitlin Clark: Her groundbreaking entry into the WNBA for the 2025 season follows a record-breaking college career that ignited a national phenomenon. During her college tenure, games featuring Clark saw an average of 1.184 million viewers, significantly higher than all other WNBA games which averaged 428,000 viewers around that time. Her immediate impact on WNBA ticket prices and viewership is undeniable. Her marketability stems from her relatable "girl next door" persona combined with extraordinary talent, proving that genuine fan engagement can translate rapidly into significant commercial value. She is poised to be one of the most impactful new faces in sports marketing for years to come.
Ilona Maher: The US women's rugby star (84.6 score) showcases the power of personality and engaging social media content, even from a less mainstream sport. Her authenticity and relatability on platforms like TikTok have forged a strong connection with fans. In 2024, female athletes accounted for 61% of all TikTok views among the world's 50 most marketable athletes, spearheaded by Maher, Simone Biles, and Angel Reese. Maher's debut with the Bristol Bears in January attracted a record-breaking home crowd of 9,240, more than double the Bears' previous record attendance, directly illustrating her drawing power.
Key Factors Driving Marketability in 2025 and Beyond:
I've identified several recurring elements that underpin these athletes' marketability in the current landscape:
Elite Performance (The Enduring Foundation): While not the sole factor, consistent excellence in their sport remains paramount.
Authenticity & Relatability: The ability to be genuine, share personal stories, and connect with fans on a human level is gold. Consumers gravitate towards athletes they feel they "know" and trust. The rise of creators has amplified this demand, as evidenced by female athletes showing up more authentically on social media (95% of top 50 female athletes have TikTok vs. 58% of men in 2024).
Global Reach & Digital Footprint: A massive, engaged social media following is non-negotiable. Platforms like Instagram, TikTok, and YouTube are direct channels for athletes to build their personal brands and offer brands unparalleled access to diverse audiences. Ronaldo's 655 million Instagram followers is a prime example of this unmatched reach.
Storytelling & Narrative: Whether it's overcoming adversity, pursuing a unique passion, or advocating for a cause, a compelling personal narrative amplifies an athlete's appeal. The ability to control and craft this narrative through digital channels is key.
Social Responsibility & Purpose: Athletes who use their platform for positive social change, addressing issues like mental health, equality, or environmental concerns, resonate deeply with socially conscious consumers and brands. This aligns with shifting consumer values.
"Beyond the Sport" Interests & Entrepreneurship: Athletes who cultivate interests and ventures outside their primary sport (e.g., business, entertainment, fashion, investment) demonstrate versatility and broad appeal, attracting a wider range of endorsement opportunities and solidifying their status as multi-faceted brand assets. LeBron James' $1.2 billion net worth, largely built on strategic investments, epitomizes this.
The "most marketable athletes" in 2025 is no longer just the highest-paid or the most famous by traditional metrics. It's the individual who masterfully blends athletic genius with a compelling personal brand, leverages digital platforms for authentic connection, and uses their influence for positive impact. The shift is clear: marketability is less about mere celebrity and more about impact, influence, and genuine connection. As marketers, identifying and partnering with these multi-faceted brand ambassadors is where the real, sustainable value lies.
