Who is the most marketable athlete on the planet today? What makes one athlete more marketable than another? How should the term ‘marketability’ be defined? What do brands look for when aligning with an athlete?
SportsPro has been asking itself such questions every year since it first released its annual ranking of the world’s 50 Most Marketable Athletes in 2010. The process of answering them has sparked some interesting debates and a constant reevaluation of what it means to be marketable at any given time.
In this special episode of the SportsPro Podcast, released to coincide with the 13th edition of SportsPro’s 50 Most Marketable Athletes list, our team breaks down some of the key trends and talking points to emerge from the 2022 ranking with the help of Amar Singh, senior vice president of content and communications at MKTG.
We also hear from Chris Collins (41 mins), the president at NorthStar Solutions Group, whose updated data-driven methodology determined the 2022 rankings, making this year’s list the most comprehensive assessment of athlete marketability ever produced.