Formula One superstar Lewis Hamilton has been named the world’s most marketable athlete for a second time after topping SportsPro’s 16th annual list of the world’s 50 Most Marketable Athletes (50MM).
The seven-time world champion races back to the top of the rankings, which were once again compiled in partnership with NorthStar Solutions Group, having last featured at number one in 2014.
It means Hamilton becomes only the fourth athlete in 50MM history to take top spot on two occasions, joining US gymnastics icon Simone Biles (2021 and 2024) and soccer stars Lionel Messi (2020 and 2023) and Neymar (2012 and 2013). At 40 years old, Ferrari driver Hamilton is also the oldest athlete to rank first in 50MM.
Last year’s number one Biles slips to second place, while US rugby ace Ilona Maher rises five places to take third spot. National Basketball Association (NBA) legend Stephen Curry leaps 16 places to fourth and Cristiano Ronaldo secures another top ten finish in fifth, having placed ninth in 2024.
50MM 2025 features 30 male athletes and 20 female athletes, with 17 different nationalities represented. The United States provides the most athletes (17), followed by Britain (seven) and Brazil (six). By placing 12th, 17-year-old Brazilian skateboarding sensation Rayssa Leal is the most marketable teenager. The Los Angeles Lakers’ LeBron James is one of a trio of 40-year-olds to make the cut, alongside Hamilton and Ronaldo.
As was the case in 2024, soccer and basketball lead the way in terms of representation, with 18 and nine athletes respectively. Parasport features on the list courtesy of US swimmer Jessica Long. Athletes from American football, cricket, tennis, and track and field are also represented. With five players featuring in the list, the Women’s National Basketball Association (WNBA) has more athletes in this year’s ranking than any other league for the second year running.
Athletes to return to 50MM after missing out last year include Giannis Antetokounmpo, Robert Lewandowski and Bukayo Saka, who all cracked the top 20. Kelsey Plum, Max Verstappen and Patrick Mahomes are among the big names to drop out of the top 50 after making it in 2024.
The 2025 edition of 50MM raises the bar with a proven assessment model and two new innovations that turn the rankings into action. Every athlete is scored on a 100‑point Total Marketability Score built from three weighted scoring pillars:
1. Brand Strength (35)
2. Total Addressable Market (35)
3. Economics (30)
New for this year, cultural foresight‑driven momentum boosts at the pillar level capture where attention is accelerating, while an Athlete Persona Model translates scores into sponsor fit and portfolio design. The result is a list that’s both credible and usable – a sharper playbook for selection, activation and measurable outcomes.
“The 50 Most Marketable Athletes ranking has become an essential barometer for the sports industry, offering an invaluable snapshot of how the world’s leading athletes are shaping their commercial profiles and brand influence each year,” said Michael Long, Director of Key Projects at SportsPro.
“This year’s list once again highlights an eclectic lineup of global icons and rising stars, each of whom continues to inspire on the field while creating meaningful impact off it.
“For brands, agencies and rights holders alike, 50MM remains the clearest and most objective measure of athlete marketability anywhere in sport.”
Chris Collins, President and Chief Executive of NorthStar Solutions Group, said: “50MM is now two things at once: the industry benchmark for athlete marketability and a working playbook for decision makers.
“Each year we refine the model, so it reflects how value is actually created – linking disciplined scoring to momentum intelligence and our Athlete Persona framework.
“That gives brands, rights holders and agencies a clearer portfolio fit and expected outcomes, while giving athletes a practical roadmap to grow marketability, close gaps and communicate sponsor alignment with confidence.”
SportsPro’s dedicated 50MM content hub features the global top 50 athletes plus an extended ranking of the top 150 available to view, as well as original features and further insights into the methodology and data behind the rankings.
To view the full list of the World’s 50 Most Marketable Athletes of 2025, visit 50mm.sportspro.com.
SportsPro’s 50 Most Marketable Athletes 2025 – the top ten:
1. Lewis Hamilton
2. Simone Biles
3. Ilona Maher
4. Stephen Curry
5. Cristiano Ronaldo
6. Neymar
7. Caitlin Clark
8. LeBron James
9. Giannis Antetokounmpo
10. Coco Gauff
