Formula 1 superstar Lewis Hamilton has been named the most marketable athlete in the world for 2025 after topping for a second time SportsPro’s annual list. The seven-time world champion, who is a Ferrari driver, had last featured at number one in 2014. At 40 years old, Hamilton is the oldest athlete to rank first in SportsPro’s ranking. American artistic gymnast Simon Biles, who was last year’s number one, took the second spot, while US rugby union player Ilona Maher rose five places to take the third place.
Now in its 16th year, SportsPro’s annual 50 Most Marketable Athletes (50MM) ranking applies a multi-dimensional evaluation model, developed in collaboration with NorthStar Solutions Group, which blends extensive data from a range of sources, social media monitoring, economic valuations, cultural trend analysis, and expert insights. Every athlete is scored on a 100‑point Total Marketability Score, which is built from three weighted scoring pillars: 1) brand strength; 2) total addressable market; and 3) economics.
The top ten in SportsPro’s 50 Most Marketable Athletes 2025 also includes Stephen Curry (4th spot), Cristiano Ronaldo (5th), then Neymar, followed by Caitlin Clark, LeBron James, Giannis Antetokounmpo, and Coco Gauff.
