The most marketable athletes in the world – 2025 edition

October 28, 2025 Oliver Obel

In 2025, the world of sport has evolved into something far bigger than competition alone. The modern athlete isn’t just defined by trophies or statistics, but by their ability to inspire, influence, and connect with millions of people across cultures and generations. From TikTok trends to luxury fashion campaigns, athletes now sit at the crossroads of sport, entertainment, and lifestyle. Their names carry weight not just on the scoreboard, but in boardrooms and social causes alike.

What truly separates the most marketable athletes from the rest is authenticity. Fans today crave real stories—athletes who are as relatable as they are remarkable. Whether it’s a gymnast speaking openly about mental health, a footballer using his platform to push cultural boundaries, or a basketball star building an empire off the court, these figures represent a new kind of global power. They blend sporting excellence with personality, purpose, and influence.

This list celebrates the 18 athletes who have mastered that balance—those who not only dominate their field but also command the world’s attention every time they step in front of a camera, post online, or simply speak their truth. From emerging stars to timeless legends, these are the faces shaping sport and culture in 2025.

18. Carlos Alcaraz (Tennis)

Carlos Alcaraz has become the new face of men’s tennis, blending youthful energy with mature professionalism. The Spanish sensation’s electric style of play and infectious smile have made him a favourite for both fans and brands. With endorsements from Nike and Rolex, Alcaraz represents the next generation of global sporting superstardom. His natural charisma and down-to-earth attitude make him one of the sport’s most relatable figures, destined for long-term commercial success.

17. Jordan Chiles (Gymnastics)

Jordan Chiles has stepped out of Simone Biles’ shadow to establish herself as a major personality in her own right. Known for her expressive performances and confident style, she’s become a role model for young athletes everywhere. Her partnerships and growing media presence highlight how personality and positivity can build a powerful brand. Chiles brings colour and joy to gymnastics, proving that star power comes in many forms.

16. Lionel Messi (Football)

Even as he nears the twilight of his career, Lionel Messi’s brand remains untouchable. The Argentine genius continues to draw millions with his humble personality and unmatched football legacy. Partnerships with Adidas, Pepsi, and Mastercard ensure Messi’s image remains as strong off the pitch as his play once was on it. His move to Inter Miami expanded his influence in North America, proving that his appeal truly knows no borders.

15. Novak Djokovic (Tennis)

Novak Djokovic’s name has become synonymous with dominance, discipline, and drive. The Serbian superstar’s meticulous approach to fitness and longevity has made him a role model for professionals across all sports. His brand combines excellence with resilience, appealing to both fans and sponsors who value consistency and integrity. Deals with Lacoste, Asics, and Hublot underline his stature as tennis royalty and a global ambassador of perseverance.

14. Vinícius Jr (Football)

vinicius — Marta Fernandez Jimenez / Shutterstock.com

Vinícius Jr represents the next generation of football icons. The Brazilian winger combines flair, creativity, and charisma—qualities that brands love just as much as fans do. As one of Real Madrid’s most exciting players, his partnerships with Nike and EA Sports amplify his energetic, youthful image. Vinícius’ story, from street football in Rio to stardom in Spain, resonates with audiences around the world.

13. Kylian Mbappé (Football)

Kylian Mbappe — Mikolaj Barbanell / Shutterstock.com

Kylian Mbappé is more than a superstar—he’s a symbol of ambition and modern leadership. His move to Real Madrid has elevated his fame to new heights, and his off-pitch presence is as strong as ever. With endorsement deals from Nike, Hublot, and EA Sports, Mbappé stands as one of football’s most powerful marketing figures. His confidence, intelligence, and social awareness make him a truly global phenomenon.

12. Rayssa Leal (Skateboarding)

At just 17, Rayssa Leal has become one of sport’s most endearing faces. The Brazilian skateboarder, known as “The Fairy,” won over the world with her charm and fearless style. She’s helped bring skateboarding into the mainstream, turning her into a star far beyond her discipline. Endorsed by Nike and Red Bull, Leal’s authentic joy and youthful energy make her one of the most relatable athletes in the world.

11. Robert Lewandowski (Football)

Robert Lewandowski embodies professionalism, excellence, and consistency. The Polish striker has been one of football’s most reliable performers for over a decade, and his clean, disciplined image has made him a magnet for sponsors. Partnerships with Nike, Huawei, and Oshee highlight his status as both a role model and a marketing powerhouse. Lewandowski’s calm confidence continues to make him one of the sport’s most trusted figures.

10. Coco Gauff (Tennis)

Coco Gauff is not just the future of tennis—she’s already the face of it. Her 2023 US Open victory catapulted her into superstardom, but her maturity and charisma have kept her there. Gauff bridges generations, appealing to both young fans and older audiences with her poise and grounded personality. Backed by New Balance, Rolex, and others, she’s become one of sport’s brightest and most bankable stars.

9. Giannis Antetokounmpo (Basketball)

Giannis Antetokounmpo’s journey from the streets of Athens to NBA stardom is one of sport’s great modern fairytales. The “Greek Freak” has captured hearts around the world with his humility, humour, and relentless work ethic. His partnership with Nike and involvement in film and community work show how his influence extends well beyond basketball. Giannis embodies authenticity, and that makes him a marketer’s dream.

8. LeBron James (Basketball)

Even in his 20th NBA season, LeBron James remains an unmatched global force. His brand has evolved from prodigy to business mogul, built on intelligence, longevity, and excellence. With ventures like SpringHill Entertainment and a lifetime deal with Nike, LeBron’s empire continues to grow. He’s proof that success and marketability can last well beyond an athlete’s prime years.

7. Caitlin Clark (Basketball)

Caitlin Clark is rewriting the rules of women’s basketball. Her electric play, fearless personality, and record-breaking popularity have transformed her into the face of a new era for the sport. With major deals from Nike, State Farm, and Gatorade, she’s already one of the most visible athletes in the U.S. Clark’s blend of talent, charisma, and authenticity has made her a beacon for the future of women’s sports.

6. Neymar (Football)

Love him or loathe him, Neymar is impossible to ignore. The Brazilian star’s influence extends deep into entertainment and fashion, with a social media following that dwarfs most of his peers. His partnerships with Puma, Red Bull, and PokerStars showcase his playful, unpredictable image. Neymar’s magnetism and global appeal ensure that, even with fewer trophies, he remains one of football’s biggest marketing icons.

5. Cristiano Ronaldo (Football)

Cristiano Ronaldo is a brand unto himself. At 40, his commercial value remains extraordinary, driven by unmatched discipline, charisma, and global recognition. His partnerships with Nike and Binance, alongside his own CR7 fashion and fragrance lines, make him a business empire in motion. Ronaldo’s longevity and fitness obsession continue to inspire millions, solidifying him as a timeless symbol of success.

4. Stephen Curry (Basketball)

Stephen Curry has become much more than a basketball superstar. His influence stretches into culture, fashion, and entrepreneurship, defining the modern athlete’s business model. Through his Curry Brand with Under Armour and collaborations with J.P. Morgan and Google, he’s built an image of humility and excellence. Curry’s relatability and family-first persona make him universally appealing to fans and sponsors alike.

3. Ilona Maher (Rugby Union)

Ilona Maher is redefining what it means to be a sports influencer. The USA Rugby Sevens star has built a massive online following through humour, body positivity, and authenticity. Her partnership with Adidas and her role in promoting women’s rugby make her one of the most modern marketability success stories in sport. Maher’s raw honesty and confidence have made her an inspiration far beyond the rugby field.

2. Simone Biles (Gymnastics)

Simone Biles’ name transcends gymnastics. She’s a symbol of resilience, mental strength, and authenticity—values that resonate across every audience. Her openness about mental health has redefined what it means to be an athlete in the public eye. With major deals from Athleta and Beats by Dre, Biles continues to prove that courage and integrity can be just as marketable as medals.

1. Lewis Hamilton (Formula 1)

Lewis Hamilton remains the gold standard for global marketability. A seven-time Formula 1 world champion, his influence reaches into fashion, activism, and sustainability. Collaborations with Tommy Hilfiger, Monster Energy, and Ferrari reflect his versatility and star power. Hamilton’s combination of excellence, authenticity, and purpose make him the ultimate example of a modern athlete who transcends sport itself.