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Roger Federer is the most marketable sports star in the world

Roger Federer tops the list of most marketable sports stars in the world.

News 23 Jul 2015, 13:20 IST
Roger Federer has been named most marketable sports star by London School of Marketing

He is no stranger to being on top of a list. Roger Federer, who enjoyed an incredible 302 weeks as World No.1 in the ATP rankings is now the most marketable sports star in the world.

In a list compiled by the London School of Marketing, Federer leads the pack ahead of 14-time Major winner Tiger Woods. The 17-time Grand Slam champion has the company of six other tennis players in the Top 20. 

The list was compiled taking into account the athlete’s sponsors, advertising income as a percentage of their total earnings alongwith their social media reach. 

World No. 1 and recently crowned Wimbledon champion Novak Djokovic is seventh, ahead of 9-time French Open champion Rafael Nadal. Maria Sharapova (12th) and Serena Williams (20th) are the only two women to make it to the Top 20.

When asked about Federer being on top of the list, Jacques de Cock, a faculty member at London School of Marketing said

“He may not have won Wimbledon this year, but it’s Federer’s personal characteristics which sponsors find so attractive.

“There are four main reasons why brands want to be associated with sports stars and the first explains why the list is almost exclusively male; it enables marketers to advertise to the traditionally hard to reach 16 – 30 year old male bracket. Sport is the obvious way to do this due to the ‘hero’ status of many sportsmen.

“Sports stars are also brilliant vessels for increasing brand awareness purely down to the sheer volume of people who watch sport.

“Thirdly, a sports star endorsement can validate product features, especially for sports brands.

“Finally sports stars can boost a brand’s equity. The values attributed to sportsmen (honesty, hard work, dedication, skill, etc.) can be of significant value to brands that are not naturally associated with this, for instance, banking, insurance and utilities.”

Indian One-Day International (ODI) and Twenty-20 International (T20I) skipper Mahendra Singh Dhoni is the only cricketer to find a place in the list. Woods, who missed the cut at the Open last week continues to be the darling of brands as he sits on second position.

The richest athlete in the world in terms of prize money earned,Floyd Mayweather is 19th. FC Barcelona teammates Lionel Messi and Neymar are 13th and 15th on the list respectively, while Cristiano Ronaldo occupies the 10th spot.

Here is the full list:

Position Player Sport
1 Roger Federer Tennis
2 Tiger Woods Golf
3 Phil Mickelson Golf
4 LeBron James Basketball
5 Kevin Durant Basketball
6 Rory McIlroy  Golf
7 Novak Djokovic Tennis
8 Rafael Nadal Tennis
9 Mahendra Singh Dhoni Cricket
10 Cristiano Ronaldo Football
11 Kobe Bryant Basketball
12 Maria Sharapova Tennis
13 Lionel Messi Football
14 Usain Bolt Track
15 Neymar Football
16 Andy Murray Tennis
17 Kei Nishikori Tennis
18 Derrick Rose Basketball
19 Floyd Mayweather Boxing
20 Serena Williams Tennis
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