Paul Pogba named world’s most marketable athlete of 2018
SportsPro Media | Jan. 2019
Calculating marketability is undoubtedly an inexact science, one that relies on no small amount of informed guesswork and, increasingly, a complex and highly unpredictable array of contributing factors. Though many faces – from bonafide greats to overhyped underachievers – have come and gone over the years, SportsPro’s criteria has remained unchanged since the conception of the list in 2010. Each summer, athletes from across the world have been ranked according to their marketing potential over the coming three-year period, with particular emphasis placed on value for money, age, home market, charisma, willingness to be marketed and crossover appeal. Now, however, we’ve sought to bring a degree of science to the art of assessing athlete marketability.
Thanks to analytical data and advanced social media monitoring tools provided by Hookit, SportsPro’s official data partner, the composition of this year’s list has been informed by an all-new criteria: the Hookit Marketability Score.