Leo Messi sees status as ‘world’s most marketable athlete’ slip

LeBron James, Usain Bolt, Neymar, Naomi Osaka, Lewis Hamilton and Cristiano Ronaldo are just a few of the illustrious names to have adorned top billing in SportsPro’s annual ‘most marketable athlete’ ranking with 2024 seeing Lionel Messi making way for Simone Biles at the top of the pile this year.

Full screen

The annual listing is compiled by the Sports Business specialists along with the with consultants NorthStar Solutions Group is now in its fifteenth year and compiles the listing of athlete marketability by blending extensive data analysis, advanced social media monitoring, economic valuations, expert and consumer insights to create the definitive list.

The 2024 listing sees both the Sports of soccer and basketball having the largest athlete representation, as well as a 50/50 split of male and female athletes in the top 10.

Biles returns to top billing

One name dominated the delayed Tokyo Olympics in 2021 after gymnastics champion Simone Biles decided to withdraw from competing citing mental health issues as part of her reasoning. Her decision, far from being controversial, attained plaudits from many quarters with the athlete complimented on her bravery.

2021 was also the year that the US gymnast was heralded as SportPro’s most marketable athlete for the year.

Fast forward to another Olympic year and a return to the spotlight at the Paris Games for the 27-year-old.

The Columbus native won three gold medals and a silver in Paris and coped admirably with the weight of expectation following her decision in Tokyo back in 2021.

Soccer dominates Top 10

Despite topping the leaderboard in 2023, Argentina and Inter Miami’s Leo Messi slips to fifth place in the overall ranking with Real Madrid’s Brazilian striker Vinicius in second spot with his new teammate Kylian Mbappe at seventh place.

Despite a move to the Saudi Arabian league in early 2023, winner in 2022, Cristiano Ronaldo still maintains high value as a marketable athlete with the striker still the face for many high profile brands such as Herbalife, Armani, Poker Stars and Nike.

The full SportsPro Top 150 most valuable athlete listing is available here.