Lewis Hamilton named 2025's most marketable athlete - becomes fourth sportsperson to earn title twice

Seven-time Formula 1 champion Lewis Hamilton has been named the world's most marketable athlete by SportsPro.

After previously holding the position in the annual list from the outlet in 2014, the British driver joins Lionel Messi, Neymar and Simone Biles as the only athletes to achieve the prestigious ranking twice.

Aside from Hamilton's on-track achievements, including seven drivers' championships, 105 grand prix wins, 202 podium finishes, 5004.5 points and 104 pole positions, SportsPro pointed to several off-track successes in fashion and entertainment as reasons for the ranking.

The 40-year-old has signed several new partnerships this year. In addition to his long-term collaboration with Tommy Hilfiger, Hamilton now works with companies including Perplexity and Lululemon.

Nikki Neuburger, chief brand and product activation officer at Lululemon, explained to SportsPro:

“Lewis embodies everything we look for in our ambassador partnerships – he’s a mindful athlete who leads with intention, purpose, and authenticity.

“He’s also an inspiration to millions of people all around the world – not just through his extraordinary achievements on the track, but through his individuality and distinctive style, and above all, the way he shows up with compassion and a deep sense of care for others.”

Lewis Hamilton, Ferrari

Photo by: Simon Galloway / LAT Images via Getty Images

Neuburger added: “From the beginning, our partnership has been grounded in our shared values of community and connection. Lewis is deeply committed to creating positive change through his foundation, Mission 44, which we’re proud to support through our ‘Lululemon Gives’ initiative.”

Hamilton has been a prominent advocate against racism and for increased diversity in motorsport, along with fighting against other environmental and social issues. Mission 44, which he founded in 2021, works to tackle the lack of diversity in motorsport and increase equality.

"I know not every young person has the same opportunities as me," Hamilton told Mission 44. "That’s why, despite the championships, the wins and the pole positions, setting up Mission 44 has been my proudest achievement so far."

Hamilton was knighted in the 2021 New Year Honours.

2025 SportsPro Top 10 most marketable athletes

1. Lewis Hamilton (Formula 1)2. Simone Biles (Gymnastics)3. Ilona Maher (Rugby)4. Stephen Curry (Basketball)5. Cristiano Ronaldo (Football)6. Neymar (Football)7. Caitlin Clark (Basketball)8. LeBron James (Basketball)9. Giannis Antetokounmpo (Basketball)10. Coco Gauff (Tennis)

Michael Long, SportsPro director of key projects, said: “The 50 Most Marketable Athletes ranking has become an essential barometer for the sports industry, offering an invaluable snapshot of how the world’s leading athletes are shaping their commercial profiles and brand influence each year.

“This year’s list once again highlights an eclectic lineup of global icons and rising stars, each of whom continues to inspire on the field while creating meaningful impact off it. For brands, agencies, and rights holders alike, 50MM remains the clearest and most objective measure of athlete marketability anywhere in sport.”

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