US gymnastics icon Simone Biles has been named as the world’s most marketable athlete for 2024.

 

The most decorated gymnast in history leaps back to the top of the rankings in Sports Pro’s annual list of the world’s 50 Most Marketable Athletes (50MM) for a second time, having last been named number one in 2021.

 

It means Biles becomes only the third athlete in 50MM history to take top spot on two occasions, joining soccer stars Lionel Messi and Neymar, and is the first woman to do so.

 

Behind Biles in second place is Brazilian soccer star Vinicius Junior, who placed just ahead of LeBron James after the basketball legend dropped one place from the 2023 standings. Caitlin Clark debuts on the list at number four, marking the latest achievement in a stellar year for the Indiana Fever sensation. Last year’s number one Lionel Messi slips to fifth.

 

50MM 2024 features 28 male athletes and 22 female athletes, with the top ten having a 50-50 gender split. 17-year-old Spanish soccer wonderkid Lamine Yamal’s first entry on the list makes him the most marketable teenager at number 41. At 39 years old, LeBron James, Cristiano Ronaldo and Lewis Hamilton are the oldest in the top 50.

 

Soccer and basketball are way out in front in terms of athlete representation, with 15 and 11 apiece, while rugby returns to the rankings thanks to US Olympian Ilona Maher’s placing at number eight. Athletes from the National Football League (NFL), cricket, swimming, tennis, alpine skiing, track and field are also represented this year.

 

All told, athletes from 18 countries feature on the list, with the US accounting for 42 per cent and 21 of the top 50 having competed at the Paris 2024 Olympic Games. With six players featuring in the list, the Women’s National Basketball Association (WNBA) has more athletes in this year’s lineup than any other league.

 

Last year’s number four Giannis Antetokounmpo falls out of the top 50, as do the likes of Robert Lewandowski, Alphonso Davies and Emma Raducanu.

 

 

This year’s ranking from SportsPro has once again been compiled in partnership with consulting firm NorthStar Solutions Group, which has developed an enhanced methodology and multi-faceted evaluation model to deliver the most comprehensive assessment of athlete marketability ever undertaken.

 

NorthStar used a comprehensive three-pillar scoring system to determine each athlete’s marketability:

 

NorthStar used a comprehensive three-pillar scoring system to determine each athlete’s marketability: 1. Brand Strength – evaluating an athlete’s global presence and brand affinity. 2. Total Addressable Market – assessing the reach and engagement potential of the athlete’s fan base. 3. Economics – reflecting the athlete’s impact on people, profit, and the planet, emphasising their influence in the realm of social responsibility.

 

Each athlete’s marketability score was derived from 16 qualitative and quantitative drivers, weighted and analysed using proprietary mathematical and statistical formulas that pulled data from multiple primary and secondary sources.

 

As the sports industry’s definitive annual ranking of athlete marketability, our 50MM list is a yearly benchmark that provides fascinating insights into how the planet’s top sports stars are developing their personal brands and business interests in any given year,” said Michael Long, SportsPro’s editorial director.

 

As ever, the 2024 list is a mix of household names and breakthrough stars, all of whom have captivated audiences on the field of play while using their respective platforms to deliver value to their commercial partners and drive awareness of important social causes.

 

 

 

For rights holders, agencies and brands – and indeed anyone with an interest in sports marketing – there is no better reference point to objectively measure the true commercial value of global athletes than 50MM.”

 

Chris Collins, president and chief executive of NorthStar Solutions Group, said: “At NorthStar Solutions Group, we are proud to provide the sports industry with the most comprehensive and forward-thinking analysis of athlete marketability.

 

Our enhanced evaluation methodology, applied in partnership with SportsPro, demonstrates not just the commercial potential of these athletes but also their influence in driving positive change in society. Simone Biles exemplifies this impact, making her a fitting leader for the 2024