Alright folks, let’s dive right in. Every year, we get this list. You know the one I’m talking about—SportsPro’s top 150 athletes with the biggest marketing potential. And it’s a big deal. For athletes and brands alike, this list is basically the golden ticket. You’re not just looking at how well they perform on the field. No, you’re looking at how these athletes are owning their space off the field too.
It’s 2024, and the world of sports marketing is changing. Fast. Athletes are no longer just performers; they’re influencers, activists, storytellers. And brands? They’re paying attention. So let’s break down who’s leading the charge, and what this means for athletes trying to build their brand. Because if you’re an athlete today, you’re not just competing for titles—you’re competing for attention. And attention equals sponsorship dollars. Plain and simple.
Simone Biles Leads the Pack
Let’s start with the queen of the gymnastics world—Simone Biles. She’s taken the top spot on this year’s list, scoring a whopping 96.19 out of 100. That’s not just because she’s a GOAT in her sport (though, yeah, that helps). It’s because she’s a game-changer. Remember, it wasn’t long ago that Biles took a step back from competition to focus on her mental health. That decision? Bold. Brave. But more importantly, it started a conversation. Brands love that.
Why? Because they’re not just looking for athletes who win medals—they want athletes who stand for something. Biles is leading the charge on issues like mental health awareness and athlete well-being. She’s using her platform to shift the conversation and that’s pure marketing gold. Brands want to align with values, not just victories.
But here’s the thing: taking a stand isn’t without risks. What if Biles’ break from competition had led to a drop in her performance? Would brands have stuck around? It’s a gamble. But a calculated one. And for Biles, it’s paid off big time.
The Vinicius Jr. Surge
Next up on the list? Vinicius Junior. The young Brazilian football star has skyrocketed into second place. Why? Simple. He’s fast, flashy, and he’s part of Real Madrid. That alone gets you a few marketing points. But it’s more than that. Vinicius represents the future. He’s got the raw talent, but also the charisma. He’s social media savvy, knows how to engage with fans, and he’s already scoring massive endorsement deals.
Vinicius is every brand’s dream because he represents hope. When you think about the future of football, his name is right there. And hope sells. Just ask Coca-Cola or Visa—they’ve built entire campaigns around it.
But what about the flip side? Does putting young stars like Vinicius under the marketing microscope too soon risk burnout? Some argue it does. Is the pressure to be not only a top athlete but also a marketable face too much too soon? That’s a debate worth having.
The Enduring Legends: LeBron, Messi, Ronaldo
Now, what about the veterans? LeBron James, Lionel Messi, Cristiano Ronaldo—these guys are like the pillars of the sports marketing world. They’re household names, raking in millions in endorsements. But let’s be honest—do they still have the same impact in 2024?
LeBron is still pulling weight on and off the court. From his I PROMISE School to his constant social justice advocacy, he’s more than a basketball player—he’s a movement. Messi, after his blockbuster move to Inter Miami, is bringing football to the U.S. in a way no one thought possible. And Ronaldo? He’s built a personal brand empire that goes way beyond his years on the pitch.
But are brands starting to shift their focus from these legends to the next generation? Maybe. The marketplace is changing. Younger athletes like Vinicius and even Caitlin Clark (yes, she’s on the list too) are attracting a new kind of fanbase—one that lives online. LeBron, Messi, and Ronaldo are still icons, but how long before the next wave takes over?
Rising Stars: Caitlin Clark and Ilona Maher
Speaking of the next wave, Caitlin Clark and Ilona Maher are in the top 10 too. Never heard of them? You will. Caitlin Clark is lighting it up in women’s basketball. She’s not just a player—she’s a show. Every time she steps on the court, it’s an event. That’s the kind of energy brands love to associate with.
Then there’s Ilona Maher. Rugby fans, you know her. For the rest of you, think of her as the social media queen of women’s rugby. She’s funny, relatable, and fiercely competitive. But it’s her off-the-field presence that’s turning heads. Her TikTok content? Pure gold. And in 2024, if you’re not killing it on social media, you’re leaving money on the table.
Athletes like Clark and Maher are showing that to build a brand today, it’s not just about what you do in the game—it’s about how you engage with the world. And in today’s market, athletes who can turn themselves into content creators will win every time.
Lessons for Athletes: How to Build Your Own Brand
So what can other athletes learn from the names on this list? If you’re an athlete looking to break through the noise and land those big deals, here’s the blueprint:
1. Know Your Story. Every athlete has one. What makes you you? Are you an underdog? A comeback kid? A trailblazer? Whatever it is, lean into it. Simone Biles leaned into mental health advocacy, and it’s made her unstoppable.
2. Engage on Social Media. Athletes like Ilona Maher show that it’s not just about performing on the field anymore. Fans want to know who you are off the field. Get personal. Be authentic. And yes, get funny. People connect with realness.
3. Take a Stand. Look at LeBron. Look at Biles. They’ve proven that athletes who stand for something bigger than themselves attract brands that want to align with those values. Don’t be afraid to use your platform to speak out on issues that matter to you.
4. Embrace Risk. Whether it’s a career move like Messi to Miami or Biles stepping back from competition, sometimes the biggest wins come from taking risks. But make sure they’re calculated risks. Know your worth and where you stand in the market.
What’s Next for Sports Marketing?
So where does this leave us? In a world where athletes are brands unto themselves. They’re no longer just competing for trophies—they’re competing for mindshare. And brands? They’re looking for more than just a pretty face. They want athletes who can deliver on and off the field. Athletes who can connect. Athletes who can tell a story. Athletes who stand for something.
In 2024, the marketing potential of an athlete isn’t just about stats or highlights—it’s about the whole package. So whether you’re a rising star or a seasoned pro, remember this: the game has changed. Are you ready to play it?
Comments