Simone Biles has been named the second most marketable athlete on the planet in a new study revealing the 150 sports stars with the highest value to brands worldwide. SportsPro and NorthStar Solutions Group recently assessed over 1,000 leading athletes – using 174 different sports ‘categories’ – who competed between September 1, 2024 and September 1, 2025 on their brand strength, audience momentum and commercial traction.
This marks the 16th edition of the study, with gymnastics hero Biles taking top spot in last year’s list following her incredible success at the 2024 Olympic Games in Paris. In the 2025 standings she has to settle for second place, however, with F1 icon Lewis Hamilton named as the most marketable athlete in the world today with a total marketability score of 96.03 percent compared to Biles’ 95.2 following his blockbuster move to Ferrari earlier this year.
The top 10 is made up of a variety of sports, and it’s another Olympics hero who takes third place in women’s rugby sensation Ilona Maher (92.13), who was part of the Team USA sevens team that took bronze in the French capital last summer. Basketball star Stephen Curry (88.8) and soccer legend Cristiano Ronaldo (88.17) complete the top five. Another soccer great, Neymar, follows Ronaldo in the list with a score of 84.7, coming before WNBA phenomenon Caitlin Clark (84.7), NBA stars LeBron James (84.63) and Giannis Antetokounmpo (83.63) and two-time tennis grand slam champion Coco Gauff (83.3).
Incredibly, NFL superstar Travis Kelce has to settle for 50th place on the list of valuable athletes despite his high-profile engagement to pop queen Taylor Swift, as well as his appearances in the last three Super Bowls with the Kansas City Chiefs.
When you think of athletes who rule both the sports arena and the world of brand endorsements, names like Simone Biles and Ilona Maher instantly come to mind. These Olympic icons are not just record-breakers on the mat or the field — they’re marketing powerhouses shaping the future of athlete branding. But as 2025 unfolds, the burning question remains: who tops the list of the most marketable athletes this year?
Let’s dive into the rankings, the faces dominating global campaigns, and the secret formula behind becoming a marketing megastar in the modern era of sports.
What Does “Most Marketable” Really Mean in 2025?
Before we unveil the list, it’s worth asking — what makes an athlete “marketable” today?
In 2025, it’s not just about medals or records. It’s about authenticity, influence, and storytelling. Brands want athletes who can connect emotionally, who represent values, and who can make social media explode with just one post.
Marketability now blends:
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Social media reach and engagement
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Global recognition
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Cultural influence
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Brand alignment and relatability
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Performance and consistency
And that’s exactly where Simone Biles and Ilona Maher shine.
Simone Biles: The Enduring Queen of Global Marketing
A Legacy Beyond the Gym
Simone Biles isn’t just the most decorated gymnast in history — she’s a cultural icon. From championing mental health awareness to inspiring a new generation of athletes, her impact goes far beyond sports.
Brand Power and Endorsement Deals
Biles’ partnerships with brands like Athleta, Visa, Uber Eats, and GK Elite are masterclasses in authenticity. Each collaboration reflects her personality — empowering, confident, and unapologetically real.
Social Media Influence
With millions of followers across platforms, Biles’ posts drive massive engagement. Her authenticity and humor make her one of the most beloved athletes online — and that’s pure gold for brands.
Ilona Maher: The Rugby Star Redefining Influence
From the Field to the Feed
Ilona Maher, the U.S. rugby sensation, has carved out a unique niche. Known for her body positivity advocacy and relatable TikToks, she’s proof that you don’t need to play a “mainstream” sport to be a marketing giant.
The Authentic Athlete
Maher’s unfiltered personality resonates with Gen Z and Millennials alike. Her humor, honesty, and strong sense of self make her a dream partner for brands targeting inclusivity and empowerment.
Breaking the Mold
As rugby continues to gain traction in the U.S., Maher stands at the forefront of a cultural shift — bringing visibility to women’s sports and challenging beauty standards along the way.
The 2025 Most Marketable Athletes: Top 10 Revealed
So, who tops the 2025 list? Here’s the rundown of the year’s biggest stars who’ve captivated both fans and brands alike:
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Lionel Messi – Global icon, now more of a brand than an athlete.
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Simone Biles – The embodiment of resilience and authenticity.
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LeBron James – A household name with endless influence.
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Coco Gauff – Tennis prodigy turned global ambassador.
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Kylian Mbappé – Soccer’s unstoppable marketing machine.
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Ilona Maher – The rising star changing how we see women’s sports.
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Naomi Osaka – Mental health advocate and marketing visionary.
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Patrick Mahomes – NFL superstar with a relatable brand appeal.
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Emma Raducanu – Tennis sensation and fashion favorite.
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Giannis Antetokounmpo – “The Greek Freak” with unmatched global pull.
Why Simone Biles Still Rules in 2025
Even years after her Olympic debut, Biles’ influence hasn’t faded. She represents stability, courage, and self-empowerment, values that transcend sport. In an era where authenticity is everything, Simone continues to lead — not just with flips but with fearless transparency.
Ilona Maher: The New Face of Gen Z Marketing
Why She’s a Marketer’s Dream
Maher’s relatability is unmatched. Her unapologetic humor, mental health advocacy, and authenticity make her a brand magnet for younger audiences. Companies are lining up to collaborate because she embodies realness in a world of filters.
Social Media Savvy
Maher’s TikToks and Instagram reels rack up millions of views. Her content isn’t overly polished — it’s genuine, fun, and refreshingly human. That’s her secret weapon.
What Brands Want in 2025
Brands have evolved. They’re no longer just chasing podium finishes — they’re after purpose-driven athletes. Companies want ambassadors who:
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Tell powerful stories
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Stand for something beyond sports
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Can authentically connect with their audience
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Have long-term potential beyond their athletic careers
Athletes like Biles and Maher fit that mold perfectly.
The Social Media Factor: Where Influence Meets ROI
Social media is the new stadium. It’s where athletes build their legacy, connect directly with fans, and generate real revenue.
Simone Biles’ empowering posts or Ilona Maher’s humorous reels can outperform traditional ads — proving that influence is the new currency.
Gender Representation: Women Athletes Are Winning Big
2025 marks a major milestone — women athletes are dominating marketing rankings more than ever before. With stars like Biles, Maher, and Gauff leading the charge, brands are finally realizing the untapped potential of female empowerment and diversity in sports marketing.
Beyond Endorsements: The Rise of Athlete-Entrepreneurs
Many athletes are no longer satisfied being the face of a brand — they become the brand.
Simone Biles has launched her own apparel lines, while others like Naomi Osaka have entered skincare and media production. The message is clear: the future of sports marketing lies in ownership.
The Fan Connection: Authenticity Wins Every Time
Fans can spot fake marketing from miles away. What keeps Biles and Maher at the top is their authentic connection with people. They’re relatable, inspiring, and real. That’s something money can’t buy — and it’s priceless for brands.
Future Trends: What’s Next for 2026?
As AI, virtual experiences, and influencer branding evolve, we’ll see more athletes integrating digital storytelling, NFTs, and personal content platforms into their branding. Expect Biles and Maher to stay ahead of the curve — they’ve already mastered the art of authenticity.
So… Who Really Tops the 2025 List?
While Lionel Messi might still hold the crown for global recognition, Simone Biles and Ilona Maher are redefining what it means to be marketable.
Their mix of authenticity, advocacy, and emotional connection makes them the true MVPs of modern marketing.
Conclusion: The Future Belongs to the Bold and Authentic
In a world saturated with ads and influencers, it’s the authentic voices like Simone Biles and Ilona Maher that cut through the noise.
They’re not just selling products — they’re selling empowerment, inspiration, and a new definition of what it means to be a role model.
The 2025 list of most marketable athletes isn’t just about fame — it’s about impact.
And no one embodies that better than Biles and Maher.
