Neymar most marketable sports star in the world, Virat Kohli 13th

Brazilian sensation Neymar is the most marketable sports person in the world.

The 21-year-old striker has taken the No.1 spot ahead of the likes of Lionel Messi, Usain Bolt and Lewis Hamilton at the top of SportsPro magazine’s top 50 most marketable athletes.

David Cushnan, SportsPro editor-in-chief, explains that there are three key reasons why Neymar, who was also on top of the perch last year, earned his position.

‘Essentially the crux of it is we are trying to predict marketing value over the next three years. We’re trying to forecast who is going to be worth investing from a sponsorship point of view but also who perhaps offers real value for money.

‘Our feeling is that Neymar has the World Cup coming up next year, where he’s going to be the star at home, he’s a megastar in Brazil.

‘He still has this big move to come, probably to Barcelona, that will launch him to whole new level of fame. And there is no doubt that Messi is the more talented player but you can make the argument he is not particularly charismatic off the pitch, not animated or confident in front of the camera.’

‘You can’t ignore him but when it comes to marketing our conclusion was Neymar. From a marketability and brand appeal point of view, if you’re picking someone for three years he’s the guy.’

A team of five sport-business experts at SportsPro have the authority over the final decision on the list. However, resources around the globe from marketing and advertising agencies and federations across different sports are also utilized.

A rise in the number of sportswomen making it to the annual list was witnessed for the first time since its inception in the year 2008, with American tennis sensation Sloane Stephens, the highest-ranked woman, holding the 9th spot.

Cushnan believes the Olympics has had a great impact on the number of women on the list, saying: ‘It is certainly true to say there is a lot more potential in women’s sports. In Britain the Olympics had an effect on that.’

‘It underlines they’re not only incredible athletes but are incredible at endorsing a brand and going beyond the sport. They are comfortable promoting sport as well as their brand or someone else’s brand. They’re comfortable in front of the camera.’

Cushnan added that social media also has a major chunk in marketability of the athletes.

‘Vincent Kompany. He is high up just because of the way he’s very sensible but also keeps his own personality on Twitter,’ Cushnan said.

‘He’s refreshing. Talks about not just football but other issues.’

Indian batting sensation and Royal Challengers Bangalore captain Virat Kohli occupies a formidable 13th position in this prestigious list. He is placed ahead of global sports stars like Rafael Nadal, Maria Sharapova, Andy Murray and LeBron James.

Kohli is the only Indian to feature in this Top 50 list.

The entire list is as follows:

Source: Daily Mail