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
Robert Griffin III - American, 23, Football (31)
Robert Griffin III joined the National Football League (NFL) last year as the number two draft pick, but he ended it as undoubtedly the most marketable player in the world’s richest league, with sales of his number ten Washington Redskins jersey setting a new single-season NFL record.
One of the most commercially active rookies the NFL has seen – he has deals with the likes of Subway and Evoshield – Griffin III’s debut season was full of positives, with the Redskins making it to the play-offs led by their young buck of a quarterback. That his first year ended with a serious knee injury has merely added another marketing layer to the growing ‘RGIII’ brand: he’s about to become the comeback kid, possibly in time for the new season.
Off the field, RGIII already has a keen sense of his own value, creating his own company, Thr3escompany, in 2012 and successfully trademarking a variety of phrases, including ‘RGIII’ and ‘RG3’. “He was interested in marketing from day one,” his manager, Mark Heligman of Creative Artists Agency (CAA), told the Washington Times last year. “He always wanted to ensure that any partnership was authentic and something that he truly believed in and something he had genuine interest in pursuing.” Assuming his knee holds, the sky is RGIII’s limit. DC