Why Simone Biles’ marketability matters now
Have you ever wondered what makes an athlete truly marketable in today’s world where social media, global audiences and brand authenticity collide? Well, the incredible rise of Simone Biles gives us a textbook case. According to the annual list by SportsPro, she was ranked among the top tier of athletes worldwide for brand value and appeal.
In this article, we’ll unpack how Biles’ journey offers lessons for athletes, brands and marketers—and why she’s more than just an Olympic champ.
The Metrics Behind “Most Marketable Athlete”
What the ranking measures
To understand why Biles ranks so high, let’s break down how rankings like SportsPro’s evaluate marketability:
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Brand strength: how well the athlete resonates with consumers and brands.
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Total addressable market (TAM): the size and diversity of the market they can reach.
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Economic impact: how their image, social media, endorsement potential and performance combine to generate commercial value.
Where Biles stacks up
According to SportsPro’s latest lists:
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In 2024, Biles was named the world’s most marketable athlete.
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The 2025 rankings show her still top among female athletes globally—holding very high brand value even if not No. 1 overall.
That’s huge when you consider how many athletes there are at the top tier.
The Journey of Simone Biles – Beyond the Gym
The athlete behind the brand
Of course, before we talk business, we talk sport. Biles is widely recognized as the greatest gymnast of all time: lots of Olympic gold, world championships, and record-breaking performances.
But what’s equally important is her story: resilience, authenticity, activism around mental health, and a voice beyond gymnastics.
Turning personal values into brand power
One of the key things that makes Biles stand out: she doesn’t just perform, she connects. Her openness about mental health, her advocacy for athletes’ well-being, and her role as a powerful female athlete all add layers to her brand.
In branding terms: she’s not just good at gymnastics — she’s good for people. That builds trust, and trust equals commercial appeal.
How Brands See Simone Biles
Authenticity wins in sponsorships
Brands today don’t just want someone with a medal; they want someone who aligns with their values, has real influence and brings credibility. Biles has shown that.
She chose partnerships that reflect her values. That choice signals to brands: “Here is someone who stands for something, not just someone who wins.”
Massive reach + global appeal
From social-media followers to international recognition, Biles carries a global brand. The “addressable market” piece is massive. Brands can tap into multiple demographics: sports fans, women, young athletes, wellness/mindfulness markets, and more.
The more diversified the audience, the more valuable the athlete becomes to brands.
The Significance of Being #2 on the List
Why second place still speaks volumes
You might say “okay, she’s second” — but in the world of global athlete marketability, being second is extraordinary. With thousands of professional athletes worldwide, the top 2 or 3 are in a league of their own.
The fact that she lands so high means:
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Brands pay attention.
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Sponsorship deals can command premium value.
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Her voice carries beyond sport.
What it signals for the sport ecosystem
Biles’ high ranking signals a shift in athlete branding:
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Female athletes can dominate brand value.
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Niche sports (like gymnastics) can compete with mainstream sports for brand attention.
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Authentic storytelling and social impact are no longer optional—they’re central.
Lessons from Simone Biles for Athletes and Brands
For athletes—build more than performance
If you’re an athlete looking to grow your brand:
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Cultivate a story. Don’t simply chase performance; define why you compete.
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Align with values that resonate. Authenticity beats flash in the long run.
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Expand your reach. Be visible on social platforms, in media, and in non-sport contexts.
For brands—choose meaning over just reach
If you’re a brand evaluating athletes:
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Look for alignment of values, not just medal counts.
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Consider the long-term story, not just the next event.
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Understand that diversified reach (age, geography, segments) increases value.
The Bigger Picture – Why This Moment Is a Game-Changer
Women in sports branding rising
This isn’t just about one athlete. It’s about the growing empowerment and visibility of women in sport, and how brand value is shifting accordingly. Biles’ status shows that female athletes can rank among the top globally for marketability.
Sports branding is broader than ever
Gone are the days when only football, basketball or golf stars dominated brand deals. Today: gymnastics stars, rugby players, skaters, and younger athletes are breaking into brand ceilings. The market is evolving.
Impact beyond endorsements
Athletes like Biles aren’t just getting paid endorsements; they’re influencing culture, conversations, wellness and youth aspirations. Brands are buying in not just to sport performance but to movement-making. That’s powerful.
Potential Challenges & What’s Next for Simone Biles
Keeping the narrative fresh
One challenge for any top athlete-brand is maintaining relevance. Performance dips, injury, life changes—all can affect brand momentum. For Biles, staying at the top means evolving her narrative while staying true to her core.
Diversifying beyond sport
As athletes age (and every athlete must eventually), brand value needs to diversify into new arenas—product lines, entrepreneurship, media ventures. Biles already has the platform; now it’s about leveraging it long term.
The competitive landscape
Other athletes are rising, and the brand-space is crowded. To stay ahead, Biles must continue showing both sport excellence and brand-worthy behaviours. The bar for “marketable athlete” is rising every year.
What This Means for Fans, Marketers & Young Athletes
For fans
You get to witness a new kind of star: one who wins gold and shows humanity. Biles’ story invites you in, not just as a spectator of sport, but as a participant in a message.
For marketers
Take note: the value of an athlete is no longer only in their sport alone—it’s in the story, the values, the engagement, and the global resonance. Biles is a case study in a modern brand-athlete.
For young athletes
Your brand starts today. Whether you’re in an Olympic sport or a local league. Performance matters—but so does your voice, your mission and your audience. Biles has shown how to combine all three.
Conclusion
In an era where brands crave authenticity, global reach and cultural resonance, Simone Biles has emerged not just as a sport legend, but as a marketing powerhouse. Her rise to being one of the world’s most marketable athletes signals more than individual success—it represents how sport, branding and society are converging. Whether you’re a fan, a marketer or an athlete yourself, her journey offers a blueprint: win in your field, stand by your values, and tell a story that connects. The next time you see a sponsorship deal, a social-campaign or a brand-athlete partnership, remember: it’s not just about performance anymore—it’s about purpose.
