Top 50 marketable sports stars of 2014

SportsPro has come out with its latest annual list of the world’s 50 most marketable athletes in association with Eurosport. This is the fifth edition of the list since its inception. After an extensive search around the world of sport, the top 50 were arrived at. The list reveals the marketing potential of an athlete over the next three years starting this summer with the following criteria being considered – Value for money, age, home market, charisma, willingess to be marketed and crossover appeal. 27 of the athletes this time around are new entries, but only one of them is in the top 10. There are 13 women, one fewer than last year, and 37 men. Here is the list of this year’s top marketable sport stars. The title carries the name of the star along with his/her nationality, age, sport and last year’s rank in brackets.

#1 Lewis Hamilton - British, 29, Motorsport (7)

2014 is turning out to be a good year for Lewis Hamilton as he finds himself on top of yet another list. The current leader in the F1 drivers championship is leading the pack of most marketable athletes, at least until the FIFA World Cup is done with, as that would spawn a new list of heroes.

F1 is set to reach new markets in the next few years: Russia, perhaps Mexico, perhaps even Azerbaijan, in addition to the existing strongholds. Hamiltons switch to Mercedes from McLaren where he had spent his entire racing career previously, is proving to be a substantial move. With only teammate Nico Rosberg providing competition, Hamilton has his best chance of claiming a second drivers title in his career.

The package accompanying Hamilton is also very much media savvy a maturing star, a celebrity girlfriend, a seven-figure social media following and being managed by XIX Entertainment.

#2 Virat Kohli - Indian, 25, Cricket (13)

Virat Kohli is the definition of a complete 21^stcentury cricketer. Kohli has a classical approach but with much contemporary bite. Over the past year or so, the 25-year-old has established himself as one of the premier batsmen in the world. Some experts are even predicting that he may soon pull away to be in a class of his own.

After the retirement of Sachin Tendulkar, Kohli is the man who an entire nation tunes in to watch. And with the a World Cup defence in Australia and New Zealand coming up next year, the hype and expectations on Kohli will only build further. He seems to connect more with the younger lot of Indians.

He endorses things from Nestl chocolate to Clear shampoo to Adidas, with whom he signed a record endorsement deal in September. Cricket may be mainstream in only a few countries, but the numbers in those mainstream countries alone are enough, especially considering the vast market size in India. Kohlis mass appeal in such a context is truly top notch

#3 Robert Griffin III - American, 24, American football (4)

Robert Griffin III has gone from superstar rookie to Redskins benchwarmer in hisfirst two years in the NFL. Griffin, the Heisman Trophy winner, came into the limelight when he was taken as the number two NFL Draft pick in 2012.

But he had a a tortuous time in 2013 thanks to injury as well as bad form. The the 24-year-old quarterback though is still young and has a significant commercial armoury, which already includes deals with Subway, EvoShield as well as a new Adidas-designed personal logo, added as recently as April.

Griffins off-field clout is unmatched as he uses Facebook, Twitter and Instagram on a regular basis to reach out to his fan base and inititate conversation.

#4 Cristiano Ronaldo - Portuguese, 29, Football (8)

Portugal and Real Madrids number seven has been both extensively marketed and marketable for many years now. 25 million followers on Twitter, a supermodel girlfriend, an ever-expanding personal brand which now boasts a museum and e-magazine along with the customary merchandise line and a wallet-popping roster of sponsorship deals, makes CR7 the definition of sporting celebrity.

Regardless of the number of titles he wins in a year and his fortunes in the FIFA Ballon dOr voting, Ronaldo is always right up there in this list. This past season has been a remarkable one for Ronaldo as he has scored a staggering 69 goals and has also picked up the prestigious Ballon dOr award for a second time.

The Portuguese forward also seems to have built up a new found maturity and professionalism that eluded him in his earlier days, as he reaches a pivotal point in his career.

Nikes video ad for the World Cup in Brazil shows CR7 as the top dog and the centrepiece of the advert.A slew of sponsors such as Herbalife, Emirates, and Banco Espirito Santo are already on the Ronaldo bandwagon and many more are sure to follow.

#5 Grigor Dimitrov - Bulgarian, 23, Tennis (New)

Dimitrov is young, talented and good looking the perfect blend of ingredients necessary to have incredible marketing potential. The Bulgarian currently resides just outside the Top 10, but pretty soon, he could be much higher, World No.1 higher.

With only three ATP titles so far, two of them coming this year in Acapulco and Bucharest, Dimitrov is not racking up tournaments just yet. But he has a stylish game and a huge likeability factor to match that has endured him to fans.A recent event in which he assisted a heat-stricken ball girl in Miami won him even more favour among fans along with a healthy helping of good PR.

Furthermore he has earned the title of Baby Fed for the striking resemblance that his game bears tot eh great Roger Federer. Incidentally, Federers new talent agency,Team8, has snapped up Dimitrov as one of its first clients.

He is not necessarily going to emulate the Swiss superstar, but he is one marked down as a future World No.1, and with mens tennis looking for its next big thing, the sponsors too are waiting to see if he will come through.

Not forgetting that hes currently dating one of the most marketable female athletes in the world in tennis star Maria Sharapova.

#6 Usain Bolt - Jamaican, 27, Athletics (5)

Ever since he so spectacularly emerged on the world stage in Beijing in 2008, Usain Bolts popularity has only spiralled upwards. His achievements have been unprecedented, and along withhis unique character and compelling personality, the 6 ft 5 in Bolt is quite the dynamic package. Theres isnt quite anyone like him in either his own sport or any other.

His place in the pantheon of the sport's greats has already been cemented, but with one final golden run on the horizon as he plans to ride into the sunset afterRio 2016, Bolts marketability is still right up there. As a man who has renergized the sport at a time when the cloud of doping hung over it with a knack for playing the camera like no other, besides being a very approachable superstar, Bolt is definitely top drawer.

#7 Neymar - Brazilian, 22, Football (1)

Last years topper, Neymar seemingly added to his potential with his big money move to Barcelona in the summer of last year. However, the issues surrounding his move, turned out to be an embarrassing affair for both club and player. Also, he didnt exactly set La Liga on fire in his debut season after his incredibly productive summer last year where he starred in Brazils Confederations Cup triumph, in the process earning the coveted Golden Ball award for the best player. That has led to his stock dipping a bit

But with the World Cup in Brazil this year, just about a month away, few athletes can rival Neymars prominence as his country takes centrestage. Brand Neymar is seemingly well entrenched, and there is a strategic focus to expanding that brand. Amongst the list of endorsements Neymar counts are those withWeChat, Police and Castrol.

And a second, more succesful season with Catalan giants Barcelona, could well pave the way for bigger and better deals from the European continent.

#8 Missy Franklin - American, 18, Swimming (20)

Melissa Jeanette Franklin was Americas breakout star at the London Olympics 2012, having won four Olympics golds. She was also crowned Swimmer of the Year and is a double world record holder to boot. The past 12 months have seen a remarkable run at the world championships in Barcelona where she won six gold medals the first time a woman has achieved such a haul in a single competition.

She picked up the Laureus World Sportswoman of the Year award in late March 2014.

In the meanwhile, she has continued to study further at theUniversity of California at Berkeley, where she chose to remain as an amateur, and competing in NCAA college competition. Had she decided to go pro post the London Olympics, she would have easily made a cool US$2.5 million in endorsements.

She will do so next year when she graduates and and that will also make her eligible for personal sponsorship.

She will, in all likelihood, go into the next Olympics in 2016 as THE face of the US Olympic team. Rio could well be Franklins crowning moment.

#9 Blake Griffin - American, 25, Basketball (10)

Blake Griffin has raised his game to new heights this season, adding defensive awareness and all-round intelligence to his exisiting repertoire of ridiculous dunks. A four-time NBA All-Star, the 25-year-old is a regular headline-grabber. He has become a very recognisable face for even non-basketball fans and is just made for the camera whether slamming down dunks ont he court or doing KIA commercials off it.

With over 2.3 million Twitter followers, more than three million fans on Facebook, and a YouTube channel that boasts more than 28 million views, Griffins social networks are already hot property for sponsors.He has lucrative deals with the Nikes Jordan Brand, Vizio and Subway.

#10 Sloane Stephens - American, 21, Tennis (9)

Sloane Stephens emerged as a force to reckon with after her breakout year last year in which she made the fourth round or better at all four Grand Slams and made the semis at the Australian Open at the expense of vaunted compatriot Serena Williams as well as a quarter-final run at Wimbledon. That said, the jury is still out though on how far she can go as she is yet to win a singles title or even make a final for that matter.

But Stephens is only 21, and she has plenty of time to learn and could very well make good on her promise. She ramins ons of theWTA Tours brightest young talents and the next big hope for American womens tennis after the Williams sisters.

She already has Under Armour, Head, American Express, Listerine and Usana Health Sciences in her endorsement portfolio.

#11 Lionel Messi - Argentinean, 26, Football (2)

2013-14 hasnt been the greatest of years forBarcelonas Argentinian superstar. The four-time Ballon d'Or winner was bogged down by four separate muscle injuries over a period of eight months. He also was invovled in a court case as part of a tax fraud investigation.

But, of course, all things in football are relative, and Messi didnt exactly have an unremarkable year.

Barring a rather bizarre taste in suits, Messi is still only 26, and with multiple years ahead of him is a very attractive marketing commodity. He had deals with Gillette, WeChat, Ooredoo and Samsung in 2013.

Messi still offers a level of exposure that few can match.

#12 Adam Scott - Australian, 33, Golf (New)

Adam Scott won his first major last April as he sank a 12-foot birdie putt on the tenth green at Augusta National. The 33-year-olds play-off victory over ngel Cabrera at last years Masters made him the first-ever Australian to win the event.

In doing so, he became the new face of the sport in his homeland. Also, in a recent study aimed at identifying the most marketable player in mens golf, Scott scored more highly than the likes of Tiger Woods and Rory McIlroy. Sponsors regard him highly for his way with words, humble demeanour and athletic appearance.

Scotts kitty of sponsors might be comparatively small with just a fewheavyweight backers in the form of Titleist, Uniqlo, Rolex and Mercedes Benz, but theres plenty of room and time for him to grow.

#13 Eugenie Bouchard - Canadian, 20, Tennis (New)

The new golden girl of womens tennis, Eugenie Bouchard is leading a pack of young stars who are knocking at the doors of the big league on the WTA Tour. She has already cracked the top 20. Since being named the WTAs Newcomer of the Year in 2013, Bouchard has continued on her remarkable run. Along with her passionate legion of fans, dubbed the Genie Army, growing larger and noisier with every tournament, her popularity is very much on the rise.

Babolat, Nike, Rogers, Tourna Grip and, most recently, Usana Health Sciences have been quick to jump on the Genie bandwagon. Expect that list to grow considerably.

#14 Alex Morgan - American, 24, Football (27)

Alex Morgan is one of the brightest stars in womens football at the moment and she could become an even better player by the end of the 2015 Womens World Cup in Canada.She already has some of the biggest brands behind her Nike, Coca-Cola, McDonalds, Panasonic, and Mondelez International.

With the sport on the rise, Morgan has grown to be an American idol. She has her own series of best-selling novels of which she has just released the third chapter titled The Kicks: Win or Lose, through which she aims to inspire young girls. She has also appeared as a Sports Illustrated swimsuit edition model, and has an army of 1.33 million Twitter followers.

She also features on some of the nationsfavourite talk shows. Morgans Portland Thorns were champions in the first season of Americans refurbished professional league for womens football, the NWSL.

#15 Novak Djokovic - Serbian, 26, Tennis (6)

Novak Djokovic drops down in this list purely because he picked up only one Slam last year and just a few other ATP titles and lost the number 1 ranking. By no means was last year a disastrous season, but in comparison to his peers in the Big Four it was a let down from his astronomical 2011 season.

Djokovic already has what is these days a must-have car and watch category sponsors with Peugeot and Seiko. He looks to have at least three more career-defining years in his pursuit of greatness ahead of him and his folks at IMG would do well to expand that commercial portfolio of his.

The playful Djoker remains the heart and soul of many tournaments worldwide, as compared to a more intense Rafael Nadal and a more composed Roger Federer, who is now into his twilight years. He is a crowd-pleaser and a media favourite, always ready to sign an autograph or entertain a persistent journalist.

Djokovic is a more colourful personality as compared to some of his more monotonous peers and that makes him a top draw.

#16 Marc Marquez - Spanish, 21, Motorcycling (New)

Marquez rose magnificently last year to ascend to the top of the pile in MotoGP even as the sport endured a period of flux as the future of its modern day hero Valentino Rossi remained up in the air.

Sporting the number 93, because thats the year he was born, Marquez at just 20 years of age became became the youngest MotoGP champion of them all in 2013.

He is the lastest Laureus ambassador, quickly raising his Twitter following past the 900,000 mark. His list of sponsors includes the likes of Puma and Estrella Galicia, though he shares many of them with his Repsol Honda team.

It is too early to say whether Marquez will come close to Rossis longevity or appeal, but he has started 2014 in exactly the same way as he did 2013, finishing ahead of The Doctor, despitebreaking a leg on a dirt bike a month earlier. He is well on his way to becoming a true superstar.

#17 Mike Trout - American, 22, Baseball (28)

Mike Trout is Major League Baseball's (MLB) leading light and, at just 22, is already billed as a future number one slugger. The Los Angeles Angels of Anaheim outfielder only arrived in the big league two seasons ago, but he has already exceeded expectations. He led the league in runs and walks in 2013.

He agreed a new one-year contract recently raising his salary from US$150,000 to US$1 million, but that could pale into insignificance as his management team and agent have been working on negotiating a six-year US$140 million contract extension with the Angels.

He has plenty of commercial room too with just a major deal with Nike as of now. He also appears in Subway television adverts and endorses BodyArmor Superdrink, a company in which he reportedly holds a stake.

#18 Ronda Rousey - American, 27, MMA (New)

Ronda Rousey is a US phenomenon. Rousey was the first American woman to win a judo medal at the 2008 Olympics before she switched to the Ultimate Fighting Championship (UFC) where she won the womens bantamweight championship. She is the biggest name in womens MMA, and, quite possibly, mens too.

Rowdy as she is called, owes her popularity down to not just her skills in the octagon, she also happens to be a chiselled athlete and media darling. She has a mean competitive streak, but with a very likeable girl-next-door personality which has made her the face of the UFC.

Rousey has sponsorship deals with Xyience, Insureon and MetroPCS and has bagged acting roles in a couple of Hollywood blockbusters as well and has had an Emmy-nominated documentary of her life already released.

Besides those, there are the cover shoots shes done forESPN The Magazine and Maxim. The only blockade right now seems to be that her popularity does not permeate outside of the United States.

#19 Jordan Spieth - American, 20, Golf (New)

Dallas-born Jordan Spieth has quickly become America's hottest golfing prospect. He has had no fewer than nine top-ten finishes, and just shy of US$4 million in winnings. He was named the PGA Tours Rookie of the Yearafter a first victory at Julys John Deere Classic.

The golfing tour currently is lacking a player who can come out and stamp his authority a la Tiger Woods. And there is much anticipation around Spieth, as he has quickly risen up the rankings. He finished second at the Masters in April behind Bubba Watson which further raised his stock.

Managed by Jay Danzi at Lagardre Unlimited, Spieth has already signed endorsements with Under Armour, Rolex, AT&T, Titleist, Netjets, SuperStroke, Perfect Sense Digital and BioSteel.

#20 Alan Oliveira - Brazilian, 22, Para-athletics (17)

Before Oscar Pistorius tragic fall from grace, he and Alan Oliveira had a great paralympic rivalry going. That storyline may have come to an end,but Oliveira remains superbly placed to become the face of the Rio 2016 Paralympic Games. The 21-year-old has brought down the world records in the T43 100 metres and T43 200 metres and even proposed to his girlfriend live on Brazilian television.

There is the lingering controversy though over his use of carbon-fibre blades. But the International Paralympic Committee (IPC) and theBrazilian Paralympic Committee (CPB)are very willing promoters of their stars. The CPB which last year agreed a US$60 million deal with state-owned bank Caixa.

Oliveira could also yet compete at the Rio Olympics in 2016 besides the Paralympic Games which would surely propel his marketability further.