The latest edition of SportsPro includes our eighth annual list of the world's most marketable athletes, with all the ups, downs and newcomers among those who will provide the best value for brands in the next three years.
Those rankings form part of a report into the state of play in athlete marketing in 2017. Adam Nelson looks at how crossovers between sport, music and popular culture are generating an amplifying effect for brands like Adidas and Beats by Dre and the stars who promote them.
Meanwhile, Michael Long considers how the fragmentation of media in the digital age, and the rise of new disciplines like esports, is upending the endorsement market and changing the idea of what a commercial ambassador looks like.
Elsewhere in Issue 95
- With the Fifa Confederations Cup now out of the way, Russia has undergone its final test before hosting the biggest single-sport event around: the Fifa World Cup, now less than a year away. For all the controversy surrounding the tournament, the progress made on the operational side has been commendable. Commercially, however, major challenges persist.
- World soccer's governing body held another global event earlier this summer. SportsPro travels to The Bahamas to go behind the scenes at the Fifa Beach Soccer World Cup.
- Jay Monahan is now six months into his role as the commissioner of the PGA Tour. He gives his take on the path set for that organisation, and for golf everywhere, in the years ahead.
- The winds of change are blowing through two of the biggest events in sport. Emirates Team New Zealand will now shape the future of the America's Cup after winning the 'Auld Mug' in Bermuda, while the operators of the Volvo Ocean Race have major plans for the offshore challenge in the next decade.
- The SmartSeries continues with a look at how OTT is advancing personalisation and customisation in broadcasting, the latest from the integrity monitoring sector with Sportradar's Andreas Krannich, a report from the World Snooker Championship's 40th year at Sheffield's Crucible Theatre, and our usual features, columns and guides.
Issue 95 is available now and you can get it here.