30 Most Marketable Athletes of 2025 Named

In today’s sporting world, talent and success only make up part of an athlete. These days, athletes don’t just compete for trophies, they’re competing for attention, relevance, and global reach. The most marketable stars are those who move beyond their trade and connect with audiences that may not have even seen them play, but still recognise their face, their brand, and their story.

It’s important to draw a line between being popular and being marketable though. Popularity can come from dominance or even controversy, but marketability requires authenticity, consistency, and the ability to appeal to fans, brands, and the media.

Some of sport’s biggest names might not even make this list, because fame alone doesn’t translate into influence that sells. These 30 athletes, however, have mastered the balance between sporting brilliance and brand power.

10

Coco Gauff

Tennis

At just 21, Coco Gauff is already the future face of women’s tennis. Her US Open triumph in 2023 turned her from a promising teenager into a global star, and she’s since handled the spotlight with the maturity of a veteran.

Gauff’s marketability comes from her charisma and her ability to bridge generations. Young fans see themselves in her, while older audiences appreciate her poise and grounded attitude. Brands like New Balance and Rolex have recognised that crossover appeal, making her one of the most bankable athletes in the world for her age.

9

Giannis Antetokounmpo

Basketball

Giannis’ story is one of the most inspirational in sport. The son of Nigerian immigrants who rose from selling trinkets on the streets of Athens, to becoming an NBA champion and two-time MVP. His humility, sense of humour, and global background make him uniquely appealing across markets.

Unlike some NBA stars, Giannis’ off-court presence feels entirely genuine. His Nike partnership, film ventures, and community work have helped turn the “Greek Freak” into more than just a basketball icon, he’s become a global ambassador for perseverance and positivity.

8

LeBron James

Basketball

Even in the final years of his career, LeBron’s influence shows no signs of fading. He’s not just one of the greatest basketball players of all time, he’s a one-man business empire.

From his lifetime deal with Nike to his production company and investment portfolio, LeBron has built a brand rooted in excellence, leadership, and longevity. Success alone doesn’t keep LeBron marketable, however, it’s his ability to adapt and evolve, from young phenom to champion, and now a mentor and a mogul. He’s become the blueprint for modern athletes who see their legacy extending beyond sport.

7

Caitlin Clark

Basketball

Caitlin Clark

Caitlin Clark’s rise has been unstoppable. She’s changed the conversation around women’s basketball, bringing record-breaking audiences to both the NCAA and the WNBA. Her long-range shooting, swagger, and relatability have made her a marketer’s dream, and right now, a player who is simply carrying a league.

Nike, Gatorade, and State Farm have already moved to secure her signature, knowing Clark appeals to both young fans and casual viewers discovering what the WNBA is all about. Clark isn’t just a star, she’s a movement, helping reshape how women’s sport is perceived, consumed, and valued around the world.

6

Neymar

Neymar

Few athletes bridge sport and entertainment in the way that Neymar does. He’s one of the most followed people on social media, with a global fan base that goes beyond just supporting a team. Even though his work on the pitch has stalled since his move away from Paris Saint-Germain in 2023, his brand power remains immense.

Endorsements with Puma, Red Bull, and PokerStars reflect his playful, unpredictable personality, and even when the odd bit of controversy surrounds him, Neymar is still impossible to ignore. Marketability isn’t always about perfection; sometimes it’s about magnetism, and Neymar has it in abundance.

5

Cristiano Ronaldo

Ronaldo’s brand is pretty much its own entity. He’s the most followed athlete on the planet and one of the world’s most recognisable people. Even though his move to Saudi Arabia in 2023 raised eyebrows, it didn’t dent his commercial appeal one bit. His fitness obsession, immaculate image, and consistency, even at 40, have kept him relevant in an era where social media moves faster each day.

CR7 is more than a footballer, he’s a lifestyle. With global partnerships with Nike, Binance, and his own ventures in fashion and fragrances, Ronaldo continues to be one of the safest bets for brands seeking prestige and reach around the world.

4

Stephen Curry

Basketball

Steph Curry revolutionised basketball with his three-point shooting, but his off-court image is just as transformative. The two-time NBA MVP and four-time champion is the perfect mix of family man, cultural icon, and entrepreneur. His partnership with Under Armor has evolved into its own line, Curry Brand, reflecting his influence on basketball and sneaker culture.

Add to his long list of brand deals with the likes of J.P. Morgan, Callaway Golf, and Google, and you have yourself the ultimate NBA marketing powerhouse. Curry’s appeal lies in his accessibility; he feels relatable yet aspirational, someone who sells more than just a product.

3

Ilona Maher

Rugby Union

A name which may surprise some, but Ilona Maher has become one of the most influential athletes online. The USA Rugby Sevens star’s unapologetic authenticity, humour, and body positivity have earned her a huge following on social media, with over nine million followers between her Instagram and TikTok accounts.

She represents one of the most modern forms of marketability, less about fame, more about connection. Maher has turned Olympic rugby, a rather niche sport, into a platform for empowerment and inclusivity. She’s also helped launch the Adidas RS15 Avaglide, the first rugby boot made specifically for women, demonstrating her role as a trailblazer for the next generation.

For brands, she’s proof that authenticity is currency. Her influence shows that authenticity and impact off the field can be just as powerful as performance on it, making her a standout figure for brands and fans.

2

Simone Biles

Gymnastics

Simone Biles is more than the most decorated gymnast in history. She’s a symbol of strength, resilience, and courage. Her openness about mental health and the pressures of elite sport has changed the way fans and media view athletes, setting a new standard for honesty and authenticity in sport.

That transparency, combined with her continued excellence, has made her one of the most trusted and admired figures in global sport. Whether through partnerships with Athleta and Beats by Dre or her ambassadorial roles, Biles represents the best of what sport can be: powerful, inspiring, and genuinely influential.

1

Lewis Hamilton

Formula 1

Lewis Hamilton isn’t just Formula One’s biggest name, he’s one of the most recognisable people on earth. He’s a seven-time world champion with a deep interest in fashion, social justice, and innovation. Hamilton has built a brand for himself that blends performance with purpose.

His work with former team Mercedes and now Ferrari, Tommy Hilfiger, and Monster Energy highlight his versatility, while his activism gives his image real substance. Hamilton is marketability personified, global, polished, and uncompromising in who he is. Few athletes have ventured close to the grounds he has gone to at one time, crossing so many cultural and commercial boundaries in the process. In every sense, Hamilton is the one true marketable athlete in the world today.

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