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 scored 81.81 out of 100 for marketability, and 34.16 out of 35 for brand strength. His economics were rated at 19.52 out of 20 and his total addressable market received a score of 36.13 out of 45.
Verstappen, on the other hand, received a slightly higher marketability rating of 88.22 and a brand strength rating of 32.81 out of 35. His economics received a grade of 18.41 out of 20 and his total addressable market was rated at 37 out of 45.
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.
“The Total Addressable Market pillar, which is made up of seven quantitative and qualitative drivers, includes elements like overall reach, attention growth, social sentiment, audience engagement, and sponsor, sport, and team awareness.
The ECON – Triple Bottom Line pillar, which is made up of three main factors, considers an athlete’s market value and estimated worth, as well as how publicly they support environmental causes and how much social and community benefits they produce through their actions, influence, and engagement.