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Simone Biles Tops SportsPro’s 50 Most Marketable Athletes for 2024

In an incredible testament to her influence on and off the mat, Simone Biles has once again been named the world’s most marketable athlete for 2024 in SportsPro’s annual 50 Most Marketable Athletes (50MM) ranking. Biles, the most decorated gymnast in history, last held the top spot in 2021 and now joins an elite group of athletes—alongside Lionel Messi and Neymar—as a two-time titleholder. She also makes history as the first woman to achieve this honor twice.

The 2024 50MM rankings highlight a dynamic mix of established icons and rising stars across 18 countries and various sports. Behind Biles, Brazilian soccer star Vinicius Junior claims the second spot, with basketball legend LeBron James ranking third after a slight drop from last year. Making her debut in fourth place is Caitlin Clark of the WNBA, following an impressive year. Former top-ranked Lionel Messi rounds out the top five, slipping to fifth place.

With gender balance in the top ten and a wide age range—spanning from 17-year-old soccer sensation Lamine Yamal to 39-year-old veterans LeBron James, Cristiano Ronaldo, and Lewis Hamilton—the 2024 list reflects a diverse global roster. This year also saw rugby’s return to the rankings, represented by US Olympian Ilona Maher in the top ten. Soccer and basketball lead the way with 15 and 11 athletes, respectively, followed by strong representation from the NFL, cricket, swimming, tennis, alpine skiing, and track and field.

An important factor in this year’s rankings is the social impact and commercial potential of each athlete, evaluated through an advanced three-pillar scoring model developed by SportsPro and consulting partner NorthStar Solutions Group. This model assesses each athlete’s brand strength, addressable market, and economic impact, with a focus on social responsibility. Each marketability score is derived from a mix of 16 qualitative and quantitative metrics, giving brands, agencies, and sports marketers an objective view of each athlete’s market influence.

As Michael Long, editorial director at SportsPro, explains, the 50MM list serves as “the sports industry’s definitive annual ranking of athlete marketability, offering a fascinating glimpse into how sports stars are building their personal brands and business interests year over year.” NorthStar’s president Chris Collins adds that Biles embodies the impact of modern athletes, using her platform not just for commercial gain but to drive positive societal change.

To explore the complete 2024 list and see which athletes are shaping the future of sports marketing, visit 50MM.sportspromedia.com.

Top 10 Most Marketable Athletes of 2024

1. Simone Biles
2. Vinicius Junior
3. LeBron James
4. Caitlin Clark
5. Lionel Messi
6. Rebeca Andrade
7. Kylian Mbappe
8. Ilona Maher
9. Cristiano Ronaldo
10. Katie Ledecky

Source: SportsPro Media