The methodology explained: Inside NorthStar’s athlete marketability model

Ahead of the release of its latest 50 Most Marketable Athletes list, SportsPro teamed up with NorthStar Solutions Group to create the most comprehensive assessment of athlete marketability in the sports industry. NorthStar president Chris Collins explains the logic and the process that underpins this year’s updated ranking methodology. […]

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Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1’s most marketable drivers?

Only soccer and tennis can lay claim to more representatives than motorsport in this year’s list of SportsPro’s 50 Most Marketable Athletes. With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in Formula One. […]

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‘Intimacy, creativity and personality’: What does the future hold for athlete marketability?

Lewis Hamilton remains one of the world's most marketable athletes

A week on from the release of SportsPro’s 2021 list of the world’s 50 Most Marketable Athletes, Greenfly president and chief executive Daniel Kirschner and chief marketing officer Tom Kuhr unpick this year’s ranking, and consider what the results say about the changing nature of sports stars’ appeal. […]

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