Novak Djokovic may be at the back end of his remarkable career, but he remains the most marketable asset in men’s tennis.
That’s the verdict emerging from the Sports Pro Most Marketable list, that has assessed the commercial value of the biggest stars in world sport.
Featuring a host of enduring legends and some new additions, this is an intriguing glance at a sporting landscape that can offer those at the top of the list as much financial reward off the pitch and court as they can win on it.
The list is compiled by assessing brand strength and ‘total addressable market’, with economics used as the final factor in the calculation.
The list suggests American Olympic gymnast Simone Biles is the most valuable asset for a marketing campaign in world sport, with her sparkling reputation built up over many years of success at the Olympic Games.
Real Madrid’s Vinicius Junior has emerged as the brightest star in the soccer world over the last year and his potential to step into the void that will be left as the celebrated careers of Lionel Messi and Cristiano Ronaldo come to an end and this may be why the Brazilian superstar is in second player on the Sports Pro list.
Messi is in 5th place and Ronaldo in 9th to highlight their enduring appeal, with Coco Gauff’s first tennis player appearing at No 13.
Gauff cemented her status as a global superstar by winning the 2023 US Open title and she was a flag bearer for USA at the Olympic Games last summer.
Even though her form has been indifferent in 2024, that does not dilute her mass appeal and huge companies have signed her up for lucrative marketing deals in the last year.
Djokovic is the first male player to appear on the list at No 18, a drop of seven places from his position in the 2023 list.
The Serbian has some big investments in his collection that will continue after he retires from tennis and for now, he insists he is looking to use his status as a star around the world as a force for good in the final months of his career and when he hangs up his rackets for the final time.
“Tennis is still my biggest platform to do other things that interest me and share the messages that interest me, whether they are related to tennis, society, some venture that I have, something that seriously builds my legacy, my brand,” he said in an interview with La Nacion earlier this month.
“I still feel that I enjoy the process and it generates all these benefits for me, so why not do it?
“Some people think I should retire from tennis at the top: “You won gold, you won everything, say goodbye.” Some people think I should keep going as long as I still think I can be the favourite for a Grand Slam. I think more like them. Maybe I will change my mind, I don’t know.
“For now I feel like I want to keep going. How much longer? Travelling and finding motivation is becoming more difficult for me. It’s not easy.”
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Other tennis players appearing in the Sports Pro Most Marketable list include French Open and Wimbledon champion Carlos Alcaraz at No 29.
Rafael Nadal’s enduring fame and status see him placed at No 38 ahead of his retirement from tennis next month, with women’s US Open champion Aryna Sabalenka at No 38.
Men’s world No 1 Jannik Sinner has signed some mega sponsorship deals before and during his rise up the rankings, but the Italian only just scraps into the top 50 at No 47, one place ahead of four-time Grand Slam winner Naomi Osaka and three ahead of French Open champion Iga Swiatek.
An interesting entrant at No 131 is Emma Raducanu, with the 2021 US Open champion seeing her marketability slide over the last three years.
Raducanu was arguably the hottest talent in world sport for potential sponsors after his famous Grand Slam win at Flushing Meadows, but she has failed to back-up that success with more big wins and there have been numerous reports suggesting the big-money sponsorship deals she signed after the US Open win may not be renewed.
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