Lewis Hamilton Tops World's Most Marketable Athlete List for 2025

Lewis Hamilton has once again been crowned the world's most marketable athlete in SportsPro's annual 50 Most Marketable (50MM) athletes list. This marks his second time topping the rankings, a rare feat, and at 40 years old, he becomes the oldest athlete to achieve this distinction in 50MM history.

Why it matters:

Lewis Hamilton's enduring marketability underscores his unparalleled influence beyond the racetrack. For Formula 1, his consistent presence at the top of such lists not only elevates the sport's global profile but also demonstrates the immense commercial value that elite F1 drivers can command, attracting major endorsements and sponsorships.

The details:

• Historic Achievement: This is Hamilton's second time ranking first in the 50MM list, making him only the fourth athlete in its history to do so. He also holds the record as the oldest athlete to achieve the top spot.
• Consistent Presence: Hamilton has appeared in all but one of the 16 editions of 50MM, highlighting his sustained global recognition and appeal.
• Endorsement Deals: Following his high-profile move to Ferrari, Hamilton has continued to secure significant commercial interest, signing new endorsement deals with Lululemon and Perplexity this year.
• Other F1 Drivers: Charles Leclerc (25th) and Lando Norris (41st) are the only other F1 drivers to feature in the top 50, showcasing their growing commercial appeal.
• Wider F1 Representation: Oscar Piastri (64th), Andrea Kimi Antonelli (78th), Max Verstappen (81st), and Liam Lawson (95th) are included in the broader list of 150 athletes.
• Notable Absences: Carlos Sainz and George Russell, who were ranked 58th and 63rd last year, have surprisingly dropped out of the top 150 rankings entirely.

By the numbers:

Athletes in the 50MM list are evaluated using a comprehensive 100-point Total Marketability Score, broken down into three weighted pillars:

• Brand Strength: 35% weight
• Total Addressable Market: 35% weight
• Economics: 30% weight

Between the lines:

SportsPro's methodology now includes 'cultural foresight-driven momentum boosts' and an 'Athlete Persona Model'. This refined approach helps to capture accelerating attention and translates scores into insights for sponsor fit, providing brands with a clearer understanding of potential portfolio alignment and expected outcomes. Hamilton's top ranking, especially at his age and with a high-profile team switch, likely benefited significantly from these new metrics, reflecting his continued cultural relevance and commercial draw.

What's next:

Hamilton's move to Ferrari is expected to further amplify his marketability, especially given Ferrari's global brand appeal. His continued presence at the forefront of both F1 and commercial rankings ensures that both he and the sport remain a focal point for global brands and media for the foreseeable future.