{"id":5700,"date":"2023-10-18T16:03:17","date_gmt":"2023-10-18T15:03:17","guid":{"rendered":"https:\/\/50mm.sportspromedia.com\/?p=5700"},"modified":"2023-10-18T16:11:17","modified_gmt":"2023-10-18T15:11:17","slug":"hamilton-or-verstappen-norris-or-leclerc-breaking-down-the-most-marketable-f1-drivers-in-2023","status":"publish","type":"post","link":"https:\/\/50mm.sportspro.com\/analysis\/2023\/hamilton-or-verstappen-norris-or-leclerc-breaking-down-the-most-marketable-f1-drivers-in-2023\/","title":{"rendered":"Hamilton or Verstappen? Norris or Leclerc? Breaking down the most marketable F1 drivers in 2023"},"content":{"rendered":"\t\t
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The 14th edition of SportsPro\u2019s 50 Most Marketable (50MM) Athletes list has been unveiled and there is once again strong representation from Formula One drivers.<\/strong><\/p>

In recent years, the popularity of Formula One has skyrocketed, with a combination of the pandemic, Netflix\u2019s Drive to Survive docuseries, and a close championship battle between Max Verstappen and Lewis Hamilton creating the perfect storm to market the series.<\/p>

The methodology behind 50MM may have evolved over the years, but its goal of painting a picture of the increasingly complicated world of athlete marketability remains as true as ever. This year, NorthStar Solutions Group has built a comprehensive model to rank sportsmen and women based on three key factors: Brand Strength, Total Addressable Market (TAM), and ECON \u2013 Triple Bottom Line.<\/p>

This refined approach has seen four Formula One drivers make the list this year, one fewer than the 2022 edition. Hamilton (seventh), Verstappen (tenth), Lando Norris (25th) and Charles Leclerc (28th) all feature, but George Russell and Sergio Perez drop out of the top 50 following appearances last year. Interestingly, no teammates make the list, with Mercedes, Red Bull, Ferrari and McLaren all represented.<\/p>

\u201cWhile there was one less driver compared to last year, there were more drivers in the top ten this year (two of them) and ranked in the top 25 this year versus only two in the previous year,\u201d says Tom Malkin of NorthStar Solutions Group, the data and analytics partner of 50MM.<\/p>

\u201cSome of the specific reasons why these drivers have risen in marketability include the following: all Formula One drivers in the top 50 were ranked in the top 20 per cent of environmental ROO, which could indicate that their passion for being more environmentally conscious supports their rise in marketability for this year.<\/p>

\u201cAll Formula One drivers in the top 50 were ranked in the top 20 per cent in audience reach within the TAM Pillar, which could indicate that growing ppularity of the sport and additional media exposure is also helping create an impact for those athletes individually in their marketability.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Indeed, dominance on the track undeniably has an impact, but evolving audience behaviours \u2013 especially among younger generations \u2013 mean that there is now much more to an F1 driver\u2019s marketability than simply winning titles.<\/p>

\u201cWhile there was one less driver compared to last year, there were more drivers in the top ten this year (two of them) and ranked in the top 25 this year versus only two in the previous year,\u201d says Tom Malkin of NorthStar Solutions Group, the data and analytics partner of 50MM.<\/p>

\u201cSome of the specific reasons why these drivers have risen in marketability include the following: all Formula One drivers in the top 50 were ranked in the top 20 per cent of environmental ROO, which could indicate that their passion for being more environmentally conscious supports their rise in marketability for this year.<\/p>

\u201cAll Formula One drivers in the top 50 were ranked in the top 20 per cent in audience reach within the TAM Pillar, which could indicate that growing popularity of the sport and additional media exposure is also helping create an impact for those athletes individually in their marketability.\u201d<\/p>

Indeed, dominance on the track undeniably has an impact, but evolving audience behaviours \u2013 especially among younger generations \u2013 mean that there is now much more to an F1 driver\u2019s marketability than simply winning titles.<\/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\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Verstappen has now won three F1 world championships, but still trails Hamilton in terms of global marketability<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\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
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Verstappen closes in on Hamilton<\/h3>

It\u2019s the story that dominated the 2021 Formula One season and defined many new fans\u2019 first experience of the sport. Despite Verstappen\u2019s current dominance, his on-track battles with Hamilton are met with anticipation on the rare occasions that they do cross paths.<\/p>

While the Brit cannot compete with his Dutch rival for wins at the moment, Verstappen is still unable to reach Hamilton\u2019s level of marketability, even as he slowly edges closer to him on this year\u2019s list.<\/p>

In terms of global recognition, the Brit transcends the sport, which has been made clear through his consistently high 50MM ranking over the years, even topping the list in 2015. Statistically the greatest driver of all time, his influence stretches far beyond the race track, which has helped him to secure brand deals with the likes of Tommy Hilfiger, Monster Energy and UBS.<\/p>

Yet what is crucial to Hamilton\u2019s sustained marketability is his authenticity, which accounts for more than half of an athlete\u2019s Brand Strength score in NorthStar\u2019s methodology. The 38-year-old is ranked as the most authentic of all the athletes who were evaluated as part of this year\u2019s 50MM, which is no surprise given his commitment to social and sustainable causes.<\/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\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\ud83c\udfce\ufe0f Lewis Hamilton v Max Verstappen - who's the most marketable? @cianbrittle<\/a> breaks down #F1<\/a>'s off-track battle. #SP50MM<\/a> | @NorthStarSG<\/a> pic.twitter.com\/YqTKKRH6ON<\/a><\/p>— SportsPro (@SportsPro) October 17, 2023<\/a><\/blockquote>