{"id":3744,"date":"2022-09-23T16:49:45","date_gmt":"2022-09-23T15:49:45","guid":{"rendered":"https:\/\/50mm.sportspromedia.com\/?page_id=3744"},"modified":"2023-10-16T16:18:19","modified_gmt":"2023-10-16T15:18:19","slug":"methodology","status":"publish","type":"page","link":"https:\/\/50mm.sportspro.com\/methodology\/","title":{"rendered":"Methodology"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3744\" class=\"elementor elementor-3744\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-762d443 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"762d443\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-114d2d2\" data-id=\"114d2d2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-20ca0a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"20ca0a8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-9c06aae\" data-id=\"9c06aae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c21a1af elementor-widget elementor-widget-text-editor\" data-id=\"c21a1af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>SportsPro and NorthStar Solutions Group\u2019s expanded methodology assessed hundreds of global athletes across three key scoring pillars: <strong>Brand Strength<\/strong>, <strong>Total Addressable Market<\/strong>, and <strong>ECON &#8211; Triple Bottom Line<\/strong>.<\/p><p>For the first time, sophisticated qualitative research was integrated with quantitative marketability measurements, while comprehensive mathematical and statistical formulas from multiple data sources were then applied to determine the final rankings according to each athlete\u2019s Total Marketability Score.<\/p><p>Read on to find out more or <strong>watch our short video explainer.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ee94256\" data-id=\"ee94256\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c6de0bd dce_masking-none elementor-widget elementor-widget-video\" data-id=\"c6de0bd\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/873669024?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1788fda elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1788fda\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-86716ff\" data-id=\"86716ff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2a61bcb elementor-widget elementor-widget-spacer\" data-id=\"2a61bcb\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34aaecc elementor-widget elementor-widget-heading\" data-id=\"34aaecc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">What does 'Marketability Score' mean?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75b8119 elementor-widget elementor-widget-text-editor\" data-id=\"75b8119\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Athletes are ranked according to their \u2018Marketability Score\u2019, which is split into three distinct scoring components: Brand Strength, Total Addressable Market, and Economics. These weighted scores have been added together to generate an overall <strong>Marketability Score out of 100<\/strong>, with each athlete assigned a proportionate score in relation to the top performer for each metric.<\/p><p><strong>Brand Strength<\/strong>, which carries a maximum score of 35, is determined by individual factors such as authenticity, risk and reputation, in-sport performance, presentation, momentum, and each athlete\u2019s purpose, mission and values.<\/p><p><strong>Total Addressable Market<\/strong> \u2013 with a maximum score of 45 \u2013 encompasses factors such as overall reach, attention growth, social sentiment, audience engagement, and sponsor, sport and team awareness.<\/p><p>Meanwhile <strong>Economics<\/strong>, which carries a maximum score of 20, incorporates an athlete\u2019s market value and estimated worth, their public support for environmental causes, and the extent to which they generate social and community benefits through their actions, influence and engagement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4ae211d\" data-id=\"4ae211d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4bd1e5b elementor-widget elementor-widget-spacer\" data-id=\"4bd1e5b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6389c8b elementor-widget elementor-widget-text-editor\" data-id=\"6389c8b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>See our example athlete, Mikaela Shiffrin, and how the scores breakdown:<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73b01a6 dce_masking-none elementor-widget elementor-widget-image\" data-id=\"73b01a6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"555\" src=\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2023\/10\/SP_50MM_23_Web_G_Methodology_v1-1.png\" class=\"attachment-medium_large size-medium_large wp-image-5580\" alt=\"\" srcset=\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2023\/10\/SP_50MM_23_Web_G_Methodology_v1-1.png 750w, https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2023\/10\/SP_50MM_23_Web_G_Methodology_v1-1-300x260.png 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-175269c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"175269c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d880c4f\" data-id=\"d880c4f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7b59ef8 elementor-widget elementor-widget-heading\" data-id=\"7b59ef8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">How is the 50 Most Marketable Athletes list generated?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fae070 elementor-widget elementor-widget-text-editor\" data-id=\"7fae070\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This year marks the first time in the 14-year history of SportsPro\u2019s 50 Most Marketable Athletes that qualitative research has been integrated with quantitative metrics to determine the final ranking.\u00a0 \u00a0<\/p><p>SportsPro and NorthStar\u2019s methodology comprised three main assessment stages. First, the entire sports ecosystem was mapped out and narrowed down to <strong>174 sports categories<\/strong>, out of which we derived <strong>a total universe of 993 athletes\u00a0<\/strong>for further analysis (compared to a list of 700 athletes in 2022).\u00a0 \u00a0<\/p><p>In order to be considered eligible for this year\u2019s list, an athlete must have been active during the evaluation period <strong>15th June 2022 to 20th August 2023<\/strong>. Upon applying layers of qualitative and quantitative analytics on the full universe of athletes, we whittled down <strong>the final list to 125 global athletes<\/strong> that were active during the evaluation period.<\/p><p>We then applied <strong>16 qualitative and quantitative drivers<\/strong> to each of the 125 athletes. Each driver was weighted and comprised of comprehensive mathematical and statistical formulas pulling from multiple primary and secondary data sources.<\/p><p>All 16 weighted drivers rolled up into three weighted scoring pillars, the sum of which equals an athlete\u2019s Total Marketability Score (out of 100), which determined the final rankings.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-472131b elementor-widget elementor-widget-spacer\" data-id=\"472131b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-dce-background-color=\"#FF464F\" class=\"elementor-element elementor-element-2cb19ce elementor-align-center elementor-widget elementor-widget-button\" data-id=\"2cb19ce\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/50mm.sportspromedia.com\/downloads\/2023\/download-the-top-125-list\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Download the Top 125<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1aab9d elementor-widget elementor-widget-spacer\" data-id=\"c1aab9d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>SportsPro and NorthStar Solutions Group\u2019s expanded methodology assessed hundreds of global athletes across three key scoring pillars: Brand Strength, Total Addressable Market, and ECON &#8211; Triple Bottom Line. For the first time, sophisticated qualitative research was integrated with quantitative marketability measurements, while comprehensive mathematical and statistical formulas from multiple data sources were then applied to [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/50mm.sportspro.com\/methodology\/\">Read More&#8230;<\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Methodology - SportsPro&#039;s 50 Most Marketable<\/title>\n<meta name=\"description\" content=\"SportsPro\u2019s 50 Most Marketable Athletes enables sports marketers across the globe to make intelligent sponsorship and investment decisions quickly.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/50mm.sportspro.com\/methodology\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Methodology - 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