In the ever-evolving world of sports, marketability plays a crucial role in an athlete’s influence beyond their performances on the field. The ability to attract sponsorships, endorsement deals, and a massive fan following makes certain athletes stand out as global icons. In 2025, some of the biggest names in sports have not only dominated their respective fields but have also built powerful personal brands that transcend sports.
One of the most marketable athletes this year is Lionel Messi. Even at 37, the Argentine superstar continues to be a global icon, thanks to his unparalleled skills, loyal fanbase, and lucrative deals with brands like Adidas and Apple. Messi’s influence extends beyond football, making him one of the most sought-after athletes for endorsements worldwide.
Another dominant figure is LeBron James. The NBA legend remains a top name in sports marketing, with his investments in media, entertainment, and businesses like SpringHill Company. His continued excellence on the court and off-the-court ventures ensure that LeBron is still one of the most valuable athletes for global brands.
Cristiano Ronaldo also retains his spot among the most marketable stars. Despite playing in the Saudi Pro League, his social media dominance with over 600 million Instagram followers makes him an advertising powerhouse. His partnerships with Nike, Binance, and various luxury brands highlight his global reach and commercial appeal.
Tennis sensation Carlos Alcaraz has emerged as a marketing gem, following in the footsteps of legends like Federer and Nadal. With multiple Grand Slam titles under his belt, Alcaraz has signed major sponsorship deals with brands like Nike and Rolex, making him one of the fastest-rising sports icons in the world.
Football’s young prodigy, Kylian Mbappé, remains one of the most marketable athletes in 2025. His explosive speed, goal-scoring prowess, and leadership on and off the field have made him a favorite among top brands like Nike and Hublot. As one of the highest-paid footballers, Mbappé’s influence continues to expand globally.
Formula 1 superstar Max Verstappen has also solidified his place among the most valuable athletes for brands. His dominance in F1, backed by Red Bull and personal sponsors, has made him a favorite in motorsports marketing. With a strong fanbase and multiple championship titles, Verstappen’s commercial value is at an all-time high.
American football star Patrick Mahomes has become the face of the NFL, leading the Kansas City Chiefs to multiple Super Bowl victories. His partnerships with brands like Adidas and State Farm, combined with his charismatic personality, have made him one of the most marketable athletes in the United States and beyond.
Gymnastics sensation Simone Biles continues to be an inspiration worldwide. Her incredible comeback in 2024, along with her advocacy for mental health and women’s empowerment, has strengthened her marketability. With endorsements from Nike, Athleta, and Visa, Biles remains one of the most influential female athletes in the world.
NBA’s rising star Victor Wembanyama has taken the basketball world by storm. With his unique skill set, towering height, and international appeal, the French sensation is attracting attention from major brands looking to invest in the future of basketball. Wembanyama is poised to be the next big marketing sensation in the sports world.
Lastly, women’s football icon Alexia Putellas continues to shine as one of the most influential female athletes. With her exceptional skills and leadership for FC Barcelona and the Spanish national team, Putellas has become a major face for brands like Nike and Heura Foods, pushing women’s sports into the mainstream spotlight.
In 2025, the most marketable athletes are those who blend athletic excellence with global appeal, social media dominance, and strong personal branding. As sports and entertainment continue to merge, these athletes will not only influence their respective games but also shape the future of sports marketing.