Every year, SportsPro releases a list of the most marketable athletes in the world. This year was no exception either, and a lot of tennis stars made it to the top 50. Serbian legend Novak Djokovic was named the most marketable tennis player, earning a spot at number eleven. There were other tennis players too, and future stars like Coco Gauff and Emma Raducanu also made it.
Last year, Serena Williams was the most marketable tennis player, finishing second on the list, just behind Cristiano Ronaldo. This year it is Novak, even though he did not make it to the top 10. Djokovic won 87.96 out of 100 points—27.26 out of 35 for brand strength, 41.97 out of 45 for addressable market, and 18.73 out of 20 for economics. The Serbian’s popularity has increased drastically, especially after winning his 24th Grand Slam title.
Coco Gauff also made it to the list, finishing just one spot behind Djokovic at number twelve with 87.95 points. Gauff has enjoyed tremendous success this year, and her brand value has increased drastically after winning the US Open. Naomi Osaka finished 14th with 84.98 points, and WTA’s number one Aryna Sabalenka found a spot at number 18 with 81.60 points. Young British star Emma Raducanu also ended up on the list at 21.
Novak Djokovic, Coco Gauff, Naomi Osaka, Aryna Sabalenka, Emma Raducanu, Rafa Nadal, Petra Kvitova, & Ons Jabeur made the top 50 list of most marketable athletes.
11. Djokovic
12. Gauff
14. Osaka
18. Sabalenka
21. Raducanu
41. Nadal
43. Kvitova
50. JabeurThe Sports Pro Most… pic.twitter.com/hzlPRoeUNv
— The Tennis Letter (@TheTennisLetter) October 19, 2023
Soccer icon Lionel Messi took the top rank this year; his marketability was boosted by winning the World Cup. Even though there are no tennis players in the top 10, there are notable names like LeBron James, Alex Morgan, and others.
It is truly remarkable that Osaka and Raducanu made it to the list. Neither woman has played much this year, with Naomi giving birth to a daughter and Emma undergoing surgeries. Raducanu has the potential to surpass her peers, and this list is just a taste of what is yet to come.
How much do Novak Djokovic and others earn from their endorsements?
Over the years, Novak Djokovic has become a global name. He has won a lot of titles and adoration on his journey to greatness. Djokovic has also attracted a lot of sponsors, which has boosted his image and the brand’s too. The Serb has also amassed a huge wealth, helped in part by his endorsements.
Asics, Head, Peugeot, Hublot, and Lacoste are just a few names that have struck deals with Novak in the past. Between 2017 and 2020, Novak made over $100 million just from his endorsements. Add his career earnings from tennis, and his net worth is about $240 million.
Coco Gauff has a lot of lucrative endorsements in her budding career. Some of the most notable ones are New Balance, Barilla, and Head Racket. She earned $12 million from her endorsements this year, far more than she made from playing tennis.
Emma Raducanu is the face of several global brands like Nike, Dior, and Evian. With a charming personality and sweet smile, several brands drew her into deals with them. Raducanu earns a whopping $10 million from her deals.
Novak Djokovic, Coco Gauff, and several other players have taken tennis to greater heights. Ending up on the SportsPro list is just a testament to their ever-growing popularity.