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Dig deeper into the 2025 ranking with SportsPro's exclusive coverage.
2025 in review: 25 stories that shaped the sporting year
From the IOC voting in its first female IOC president to Fifa delivering its Club World Cup, the SportsPro editorial team picks out the major stories from the past 12 months. The post 2025 in review: 25 stories that shaped the sporting year appeared first on SportsPro.
Ten things we learned about sports sponsorship and marketing in 2025
From the growth of the AI category to life-sized F1 cars made from Lego, SportsPro looks back at some of the major trends and storylines in the sponsorship and marketing sector from the past 12 months. The post Ten things we learned about sports sponsorship and marketing in 2025 appeared first on SportsPro.
Eight ways the world’s most marketable athletes are showing up for brands
The business of athlete endorsement is evolving, and this year’s 50 most marketable sports stars are increasingly showing that few topics are off limits when it comes to brand collaborations.
Lewis Hamilton named world’s most marketable athlete for 2025
F1 superstar leads the way in SportsPro’s 16th annual 50 Most Marketable Athletes ranking.
Why a 17-year-old skateboarder is more marketable than Kylian Mbappe
SportsPro’s latest ranking of the world’s 50 Most Marketable Athletes includes intriguing shifts in the pecking order, with Steph Curry overtaking Caitlin Clark and Carlos Alcaraz edging out Jannik Sinner. A closer look at the data reveals the key factors that set certain sports stars apart from their peers.
Fewer women, no Ohtani, and middle-aged icons: The numbers behind the most marketable athletes of 2025
Another year, another chance to take stock of the most marketable athletes on the planet as SportsPro drops its 16th annual ranking.
Why we introduced personas for this year’s 50 Most Marketable Athletes list
The 2025 edition of the world’s 50 Most Marketable Athletes assigns each sports star a persona type for the first time, giving brands a powerful new tool for building balanced sponsorship portfolios.
How cultural relevance is fuelling a new era of athlete marketability
Today’s generation of marketable athletes aren’t simply participating in culture – they’re shaping it. In an era where fans are as engaged by what their favourite sports stars are interested in and stand for off the field, it isn’t just those with the most individual accolades or biggest follower counts that offer relevance to sponsors.
The next Muhammad Ali? Why Lewis Hamilton is the world’s most marketable athlete
Seven world championships and 105 wins make Lewis Hamilton the most successful Formula One driver of all time. But limiting his influence to on-track success does not do justice to the wider impact of a generational athlete who has managed to transcend motorsport.
