Soccer is the sport in which most of the selected athletes are involved, with a total of 18 sportsmen and women on the list. Basketball players are nine and tennis players, six. Gymnasts, there are four, while motor sports include three of its professionals. The most common nationality among the fifty athletes most desired by brands is American: 17 of them are American. Seven are British, six are Brazilian and four are Spanish. Two of the athletes in the ranking are French, two are from India and two more are Polish.
The four Spanish athletes included in the ranking are Carlos Alcaraz, known for his large number of sponsors including Nike, Rolex, and BMW. Also Lamine Yamal, whose main sponsor is Adidas since last year, and Alexia Putellas, with Nike as sponsor. Finally, Dani Olmo, whose sponsor is Adidas, is included.
By age, the average is 28 years old, the same as in 2024. The longest-lived athletes are, at 40, the leader of the ranking, Lewis Hamilton, Cristiano Ronaldo and LeBron James. Seven others are over 35, and skateboarders Rayssa Leal and Sky Brown are the youngest, at 17.Raussa Leal is also positioned as the athlete who has risen the most this year, with a boost of 85 places since 2024, thanks to her TikTok and Youtube accounts.
Simone Biles, widely regarded as the greatest gymnast of all time, has always commanded attention — not just for her athletic feats, but for her marketability. So, when she drops a spot in a high-profile ranking and Lewis Hamilton benefits as a result, it’s not just a blip — it’s news. What’s behind this shift, and why it matters? In this article, we’ll unpack exactly what happened, why it’s significant, and how this moment reflects broader dynamics in the world of sports marketing.
What Happened: Biles Drops One Spot
The Ranking Shift Explained
In the latest edition of SportsPro’s “50 Most Marketable Athletes” list, Simone Biles fell from first to second place, ceding the top position to none other than Lewis Hamilton.
This isn’t a performance ranking — it’s a marketability one, reflecting brand appeal, commercial partnerships, and global influence.
Why Lewis Hamilton Climbed Up
Lewis Hamilton isn’t just a racing driver — he’s become a global icon. His return to the top spot is driven not only by his racing legacy but also by massive off-track traction: fashion, activism, and long-term partnerships.
Hamilton’s brand deals — including with Lululemon and his own foundation, Mission 44 — are resonating deeply with audiences and sponsors.
Why This Matters
Marketability Is More Than Athletic Performance
This ranking underlines a growing reality: commercial strength can outweigh sports stats. Brands are looking for athletes who are influencers, activists, and trendsetters — not just champions.
The Power of Cross-Industry Appeal
Biles is a gymnastics legend, but Hamilton’s global reach goes beyond motorsport. His fashion collaborations, environmental causes, and vocal social advocacy give him an edge in shaping not just racing culture, but popular culture.
Digging Deeper: Simone Biles’ Reign
Biles’ Marketable Legacy
Simone Biles has built an iconic reputation. Her humility, her mental health advocacy, and her relentless pursuit of excellence make her more than an athlete — she’s a role model. Her previous No. 1 spot was well earned.
Athletic Prowess and Brand Power
Beyond her Olympic medals and gravity-defying routines, Biles has a strong personal brand. She’s been a favorite for endorsements, and, for years, sponsors have flocked to her because she resonates so deeply with audiences.
Challenges That Might Have Held Her Back
Still, even icons hit plateaus. Marketability isn’t infinite — shifts in public interest, newer faces, and changing brand priorities can shuffle the deck. Plus, Biles’ intense focus on gymnastics means she doesn’t always chase off-field hype.
Why Hamilton’s Rise Is Strategic
More Than Just a Racing Driver
Hamilton has always been a motorsport legend, but his off-track identity has grown massively. He’s now deeply rooted in fashion, activism, and business.
Brand Collaborations That Matter
From fashion (Tommy Hilfiger) to wellness and environmental activism, Hamilton’s partnerships reflect his personality and values.
This diversified appeal makes him a goldmine for brands seeking depth, authenticity, and influence.
Legacy + Longevity
At 40, Hamilton continues to compete at the highest level. But more than that, he’s built a legacy: his foundation, his advocacy, and his public presence make him more than a driver — he’s a cultural force.
The Broader Implications
What This Says About Modern Sports Marketing
The Biles-Hamilton swap at the top highlights how the business of sport is evolving. It’s no longer enough to be outstanding in your sport — brands want athletes who can drive conversation, represent causes, and appeal cross-demographically.
Athlete Activism Matters
Hamilton’s candidness on diversity, climate, and justice has elevated his brand. Consumers don’t just want to see wins; they want to see values. Athletes who align with social causes are becoming more valuable for brands.
Age Is Not a Barrier
Hamilton’s resurgence proves that even veterans can reassert commercial dominance. It’s a reminder that legacy, relevance, and staying power can outshine youth.
Possible Criticisms & Rebuttals
Is This a Demotion for Biles?
Some might view Biles dropping to second as a setback. But in context, it’s more about Hamilton’s rise than her fall. Her brand remains incredibly strong — she continues to be a top-tier global icon.
Are Rankings Like These Overrated?
Fair point. Marketability lists are subjective and based on many variables. But they do provide a useful lens: they reflect what brands value right now. If you’re an athlete, a sponsor, or a fan — they matter.
What This Means for the Future
For Athletes
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Diversify your brand beyond sport.
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Use your platform for causes you care about.
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Think long-term: legacy and activism can drive marketability.
For Brands
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Look beyond performance metrics.
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Partner with athletes who align with your values and reach.
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Invest in long-term relationships with icons who transcend their sport.
Conclusion
Simone Biles dropping one spot in the SportsPro ranking is less a fall and more a testament to the evolving landscape of sport and celebrity. Lewis Hamilton’s rise to No. 1 shows just how powerful a well-rounded personal brand can be — especially when it merges excellence, activism, and cross-industry appeal.
In today’s sports world, being the best competitor doesn’t necessarily mean being the most marketable. Sometimes, it’s the athlete who can engage with the world — not just on the field — who wins the biggest crown.
