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