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, 24, Football
The NFL’s most spectacular performer
Representatives: Elite Athlete Management
Key partners: Nike, Exos Performance Nutrition, Steiner Sports, Roar Beverages,
2016 ranking: 13
In only three National Football League (NFL) seasons, Odell Beckham Jr has become the sport’s most recognisable young performer.
The wide receiver has posted record numbers, hitting 3,500 receiving yards inside 36 games and becoming the fastest player to 200 receptions in 2016. He has played in the Pro Bowl in each of his professional years, intent on building a career of substance to outlast memories of that one-handed catch in his rookie season.
There is, nevertheless, so much more to the New York Giants star than outstanding play.
This is an outsized media personality. US barbershops still report high demand for Beckham Jr’s signature haircut. Earlier this year, Nike saw off rival Adidas to sign him to a deal worth a reported US$29 million over five years, the richest endorsement in NFL history. The player’s desire to branch out into lifestyle products and running campaigns was said to be key.
"He’s a freak athlete whose particular cheat code is the one-handed circus catch; all he needs to grab a football is momentary contact at the subatomic level, and then molecule by molecule, he’ll gather it in.” - Devin Gordon, GQ Magazine
His eccentric tendencies may have been played out in a tempestuous encounter with a kicking net in 2017, but Beckham Jr is certainly an antidote to both the strait-laced and properly wayward characters in the league. His brand goes beyond the game: he has a fashion line, 13 x twenty, and raps with close friend Drake. GD