Athletes forge their careers based on the results they achieve in their disciplines, but from those results come unique opportunities that allow them to capitalize on success and gain long-term financial stability.
It is not only what they earn through competition that counts; the partnerships they develop with brands eager to link their image to sporting triumphs play an equally decisive role. There are countless examples of this dynamic in today’s sports world.
Simone Biles’ place on the list of athletes with the greatest marketing potential
SportsPro and NorthStar Solutions Group recently compiled a list of 1,000 athletes across 174 disciplines, evaluating their performance strength, popularity, and commercial appeal from September 1, 2024, to September 2025.
This ranking has been conducted for sixteen consecutive years. Last year, Simone Biles held the top spot, driven largely by her historic performance at the 2024 Paris Olympics, which reaffirmed her dominance and global influence.
However, out of 150 leading athletes analyzed this year, Biles slipped from the throne to second place in 2025. The new number one is British Formula 1 driver Lewis Hamilton, whose high-profile move to Ferrari dramatically boosted his visibility and elevated him to the title of “most marketable athlete.”
Hamilton scored an impressive 96.03%, while Biles followed closely with 95.2%.
Where did Ilona Maher rank?
Rugby player Ilona Maher, who impressed with her athletic skill and became one of the standout figures of Team USA at the Paris Olympics, captured third place with a 92.13% rating. Maher was part of the U.S. squad that claimed the gold medal in her discipline, a performance that solidified her growing global presence.
Rounding out the top five were Golden State Warriors star Stephen Curry with 88.8%, and Portuguese football legend Cristiano Ronaldo with 88.17%.
- The list continued with Brazilian forward Neymar at 84.7%, basketball sensation
- Caitlin Clark also at 84.7%,
- Los Angeles Lakers icon LeBron James with 84.63%,
- Milwaukee Bucks standout Giannis Antetokounmpo at 83.63%, and
- Tennis prodigy Coco Gauff at 83.3%
Many fans might wonder where Kansas City Chiefs tight end Travis Kelce ranks. Following the announcement of his engagement to pop superstar Taylor Swift, his market value surged significantly. Nonetheless, Kelce was listed at number 50 overall, still making him the only NFL player featured in that elite section.
Surprisingly, Chiefs quarterback Patrick Mahomes appeared further down, at number 82, while Baltimore Ravens signal-caller Lamar Jackson landed in the 88th spot.
Philadelphia Eagles quarterback Jalen Hurts barely made the cut, finishing at number 94 on this year’s list of the world’s most marketable athletes.
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