Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
American, 23, Football
The unlikely frontman for a media juggernaut
Representatives: ProSource Sports Management
Key partners: Adidas, Champs Sports, Pepsi, Frito Lay, Beats by Dre, Citi, Keurig, Nicholas Air, New Era
2016 ranking: New entry
Little was expected of Dak Prescott last year, but an injury to the since-retired Tony Romo during pre-season thrust him into the spotlight as the Dallas Cowboys starting quarterback. He did not disappoint.
Over the course of a stellar rookie season in the National Football League (NFL), the Mississippi State alumnus shouldered the burden consummately, recording 3,667 passing yards, throwing for 23 touchdowns and just four interceptions as well as notching 282 yards and six touchdowns on the ground. In doing so, he led the Cowboys to the NFL East title on his way to securing the NFL’s offensive rookie of the year award and a spot in last season’s Pro Bowl.
"From the very beginning, we've been aware of his value and his responsibility, not only being on the Cowboys, but being their quarterback.” - Peter Miller, JABEZ Marketing Group.
That breakout performance has cast Prescott as one of his sport’s most exciting talents as well as the new frontman of America’s Team. Following a year in which he ranked second among NFL players in merchandise sales behind his running back teammate Ezekiel Elliott, Prescott has begun to cash in with a helping of new endorsement deals. Barring any kind of sophomore slump - or even, perhaps, in spite of one - there could be many more to come. ML