Who are the most attractive athletes in the eyes of brands? In the top 5 is the British Formula1 driver Lewis Hamilton, leading the ranking. In second place is American gymnast Simone Biles, who drops one position compared to last year, when she was number one.
After Biles, the American rubgi player Ilona Maher and the also American basketball player Stephen Curry. In fifth place is soccer player Cristiano Ronaldo. This is according to SportsPro’s annual ranking, 50 most marketable, which analyzes a total of 174 sports and evaluates 1,001 active athletes between September 2024 and the same month of 2025.
Completing the top 10 are Brazilian soccer player Neymar, basketball player Caitlin Clark, Lebron James, basketball player Giannis Antetokounmpo and tennis player Coco Gauff. In this edition, twenty of the fifty athletes included in the final list are women. This proportion has decreased in relation to the last ranking, when there were 22.
Nike is crowned once again this year as the company with the most brand ambassadors in the sports market. Twenty of the fifty that complete the ranking sponsor it. Adidas is positioned as the second choice for athletes, seven of whom wear its brand, while only five remain with Puma. The ranking also mentions Lululemon, Athleta, Under Armour and New Balance.
As for the type of athletes who are the most successful, the majority are athletes who maintain a constant performance over the years. One example, in fact, is the leader of the ranking. Lewis Hamilton, in his forties, who made his Formula1 debut in 2007. They are considered by brands as low-risk options when it comes to investing.
Behind them are the rising stars, athletes under the age of 25 who show rapid growth both in their sports and in number of followers, and who maintain a strategy of interacting with their fans through social networks. In third place, the most desired by brands are those who have transcended sports and have become cultural icons.
In a world where athletes have become more than just competitors, Lewis Hamilton and Simone Biles stand out as the ultimate brand powerhouses. They’re not only champions in their respective sports — Formula 1 and gymnastics — but also icons of resilience, diversity, and global influence. Now, major sports corporations are eyeing them as the faces of their next big ambassador campaigns. Let’s dive into why Hamilton and Biles are at the top of every sports giant’s wish list, and what this move means for the future of athlete marketing.The Rise of Athlete Ambassadors
Athlete endorsements have evolved beyond flashy commercials and magazine covers. Today, sports ambassadors are storytellers, influencers, and activists — blending athletic performance with cultural relevance.
Brands no longer seek just medals and trophies; they want authentic voices that resonate with audiences worldwide. Few embody that better than Lewis Hamilton and Simone Biles.
Lewis Hamilton — The Formula 1 Trailblazer
From the Racetrack to the Runway
Lewis Hamilton isn’t just known for breaking speed records; he’s known for breaking barriers. The seven-time Formula 1 World Champion has turned himself into a global lifestyle icon, working with luxury fashion brands, launching eco-friendly ventures, and championing inclusivity in motorsport.
Why Brands Want Hamilton
Hamilton’s appeal extends beyond racing fans. His values — sustainability, diversity, and equality — align with the direction many corporations are taking. From Puma to Tommy Hilfiger, Hamilton has redefined what it means to be a modern sports ambassador.
A Voice for Change
Hamilton uses his platform to address issues like racial injustice and environmental responsibility. For brands seeking authenticity, that’s marketing gold. He doesn’t just sell products — he sells purpose.
Simone Biles — The Power of Authenticity
The Most Decorated Gymnast in History
Simone Biles is a force of nature. With an unmatched medal count and an even greater impact off the mat, she has become a symbol of strength and vulnerability. Her openness about mental health has shifted the global conversation around athlete well-being.
Why Simone Biles Is a Brand’s Dream
Biles represents empowerment, resilience, and authenticity — three values that modern audiences deeply connect with. Companies like Athleta, Visa, and Uber Eats have already recognized her marketing potential, using her as the voice of confidence and courage.
From Gymnastics to Global Influence
Biles’ reach extends far beyond sports. She’s a role model for young girls, a mental health advocate, and a fashion-forward icon. Her presence in any campaign brings instant credibility and emotional depth.
The Perfect Duo — Why Hamilton and Biles Together Make Sense
It’s not often that two athletes from completely different worlds share the same stage — but Hamilton and Biles make the perfect match for global ambassadorship.
Shared Values
Both athletes use their fame to promote social change, mental wellness, and inclusion. They stand for something bigger than competition — and that’s exactly what resonates with today’s audiences.
Global Appeal
Hamilton and Biles have fan bases spanning continents. Together, they represent a fusion of European sophistication and American spirit — a marketing dream for any international brand.
Breaking Boundaries
Whether it’s speed or strength, both athletes constantly redefine limits. Their collaboration could signal a new era in athlete-driven brand narratives — where performance meets purpose.
Sports Giants Enter the Race
Nike, Adidas, and the Global Battle
Rumors suggest that Nike, Adidas, and even Under Armour are exploring major ambassador deals involving both stars. Each brand knows that securing Hamilton and Biles means not just visibility — but credibility and influence.
The Social Media Factor
Between them, Hamilton and Biles have over 40 million followers across platforms. That kind of organic reach is invaluable. Their posts aren’t just ads; they’re moments of connection — genuine stories shared with global communities.
The Marketing Shift Toward Meaningful Partnerships
Gone are the days of empty celebrity endorsements. Modern consumers crave purpose-driven marketing. Brands that champion causes — from mental health to climate action — are thriving.
Hamilton and Biles personify this new direction. They’re not passive endorsers; they’re partners in impact.
The Future of Athlete Branding
Beyond the Sports Arena
Both athletes have already proven their versatility. Hamilton’s vegan restaurant chain and Biles’ mental health initiatives show how athletes are becoming entrepreneurs and activists.
Storytelling Through Action
Their influence lies not just in their achievements but in their stories — stories of perseverance, courage, and evolution. Brands leveraging those stories create campaigns that inspire rather than sell.
How This Move Could Redefine Sponsorship Deals
From Endorsement to Collaboration
Expect to see more long-term collaborations instead of short-term ad deals. Brands will likely co-create initiatives with athletes — from sustainability projects to community programs.
Data-Driven Authenticity
Modern campaigns use analytics to ensure ambassadors align perfectly with audience values. Hamilton’s environmental activism and Biles’ mental health advocacy make them statistically ideal matches for socially conscious consumers.
