Simon Biles overtakes LeBron and Messi as most marketable athlete

US gymnast Simone Biles has been named the most marketable athlete in the world, surpassing sports giants like LeBron James and Lionel Messi. The ranking, compiled by SportsPro magazine with NorthStar Solutions Group, placed Biles at the top due to her immense brand strength, marketability, and financial potential.

This year’s #SP50MM top ten…

1️⃣ Simone Biles
2️⃣ Vinicius Junior
3️⃣ Lebron James
4️⃣ Caitlin Clark
5️⃣ Rebeca Andrade
6️⃣ Lionel Messi
7️⃣ Kylian Mbappe
8️⃣ Ilona Maher
9️⃣ Cristiano Ronaldo
🔟 Katie Ledecky pic.twitter.com/sOG5g8QYok

— SportsPro (@SportsPro) October 22, 2024

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Biles, 27, recently won her seventh Olympic gold medal in Paris and continues to command significant endorsement deals with brands such as Powerade, Athleta, and Wheaties, bringing in around £5.4 million annually. Her success in gymnastics and off the field has made her a global icon, leading the rankings ahead of Real Madrid’s Vinicius Jr. and NBA legend LeBron James.

Vinicius Jr., who placed second, boasts endorsements with Nike, Pepsi, and Gatorade, and earns over £40 million annually, including his salary at Real Madrid. LeBron James, ranked third, became the first active NBA player to reach billionaire status last year thanks to endorsements and investments, such as his stake in Liverpool FC.

The list also highlights other stars, including Lionel Messi (fifth), Cristiano Ronaldo (ninth), and Formula 1’s Lewis Hamilton (11th). In the women’s sports scene, Brazilian gymnast Rebeca Andrade and US rugby star Ilona Maher made significant appearances in the top 10, alongside Olympic swimmer Katie Ledecky.

The rankings were determined based on three key factors: brand strength, the athlete’s market reach, and their economic impact, which reflects both endorsement income and overall earning power.