In the list of the most marketable sports figures of 2023, Lewis Hamilton secured a higher ranking than reigning world champion Max Verstappen.
Hamilton despite topping the list of marketable F1 drivers placed seventh overall, finishing behind MLS Super Star Lionel Messi (1st), NBA Legend Lebron James (2nd), USWNT Star Alex Morgan (3rd), Milwaukee Bucks Star Giannis Antetokounmpo (4th), USWNT Star Megan Rapinoe (5th) and MIkaela Shriffrin (6th).
Hamilton’s marketability score stood at 81.81, with his brand strength scoring an impressive 34.16 out of 35. Additionally, his total addressable market received a score of 36.13 out of 45, and his economics were rated at 19.52 out of 20.
In contrast, Verstappen’s marketability score was slightly higher at 88.22, with a brand strength rating of 32.81 out of 35. His total addressable market was evaluated at 37 out of 45, and his economics received a score of 18.41 out of 20.
McLaren’s Lando Norris clinched the 25th position on the list, whereas Ferrari’s Charles Leclerc took the 28th spot.
According to SportsPro, each player’s marketability score were evaluated based on the following metrics.
“Each athlete’s Total Marketability Score is quantified as the sum of three weighted pillars:
- Athlete Brand Strength (35%)
- Total Addressable Market (45%)
- ECON – Triple Bottom Line (20%)
“Comprised of six distinct drivers, the Athlete Brand Strength pillar encompasses individual attributes such as authenticity, risk and reputation, in-sport performance, presentation, momentum, and each athlete’s purpose, mission and values.
“Comprised of seven quantitative and qualitative drivers, the Total Addressable Market pillar encompasses factors such as overall reach, attention growth, social sentiment, audience engagement, and sponsor, sport and team awareness.
“Comprising three key drivers, the ECON – Triple Bottom Line pillar incorporates an athlete’s market value and estimated worth, their public support for environmental causes, and the extent to which they generate social and community benefits through their actions, influence and engagement.”
