By Daniel Edu
In a remarkable achievement, Argentine soccer legend Lionel Messi has once again claimed the title of the world’s most marketable athlete for 2023, as announced by SportsPro. This marks Messi’s second time at the top, making him only the second athlete in 50MM history to achieve this honor, previously securing the spot in 2020.
Surpassing NBA icon LeBron James, Messi’s return to the pinnacle spot underscores his enduring global appeal. The top five also features US Women’s National Soccer Team star Alex Morgan, NBA sensation Giannis Antetokounmpo, and Morgan’s teammate Megan Rapinoe.
Notably, this year’s list highlights the escalating influence of women’s sports, with female athletes constituting nearly half of the top 50. US Open tennis champion Coco Gauff, at 19, is recognized as the most marketable teenager, securing the 12th position.
The selection process for the 50MM list was the most comprehensive yet, incorporating qualitative research, Social Media Ethnography, and innovative market research perspectives. The assessment criteria included Brand Strength, Total Addressable Market, and ECON – Triple Bottom Line, offering a holistic view of an athlete’s marketability.
“This year’s 50 Most Marketable Athletes list follows the most comprehensive assessment of athlete marketability we’ve ever undertaken in the 14-year history of SportsPro’s annual ranking,” stated Michael Long, editorial director at SportsPro.
Chris Collins, president at NorthStar Solutions Group, emphasized their dedication to adapting and evolving with the dynamic sports industry, aiming to set new standards in understanding an athlete’s marketability. Messi’s global appeal and enduring popularity make him a beacon in the ever-evolving landscape of sports marketing. #MarketabilityChampion #GlobalIcon 🌟”
