How Did a Seven-Time F1 World Champion Became the World’s Most Marketable Athlete Twice?
Out of 12 different sports and 17 nationalities represented across the rankings, British Formula 1 driver Lewis Hamilton has been named SportsPro’s Most Marketable Athlete of 2025. He has made history as only the fourth athlete to achieve the top spot twice. The 40-year-old Ferrari driver reclaimed the title a decade after first topping the list in 2014. This year, he has surpassed global icons like Simone Biles, Stephen Curry, and Cristiano Ronaldo.
SportsPro is the global sports media company that produces the 50 Most Marketable Athletes list each year. It is an influential ranking that evaluates which athletes hold the greatest commercial appeal worldwide. Each year, the competition evaluates hundreds of athletes across numerous sports using a sophisticated, data-driven model developed in collaboration with NorthStar Solutions Group. In 2025, the list analyzed 1,001 athletes from 174 sports, with each contender receiving a Total Marketability Score out of 100 based on three key pillars: brand strength, total addressable market, and economics. Now in its 16th edition, the ranking continues to showcase how elite athletes like Lewis Hamilton combine sporting excellence with purpose-driven personal branding to redefine the future of sports marketing.
Hamilton's first win of this competition came during his dominant Mercedes era, when his on-track success and booming global presence made him the face of Formula 1. By 2014, Hamilton had become one of the sport’s most recognizable figures, having already won his first Drivers’ Championship and placed in the top five each season since his debut in 2007. His charisma, media presence, and ability to transcend motorsport audiences helped to establish him as a crossover star, someone who appealed to racing fans, pop culture gurus, and global brands looking for a new face. That early recognition laid the foundation for a decade-long evolution of his marketability.
Leading into 2025, Hamilton’s influence has reached new heights, with his brand power continuing to expand far beyond racing despite being one of the oldest athletes in SportsPro’s 50 Most Marketable Athletes list. His partnerships with Tommy Hilfiger, Lululemon, and Perplexity showcase his ability to blend sport, fashion, and technology into a global persona. According to Lululemon’s Chief Brand and Product Activation Officer Nikki Neuburger, Hamilton is “a mindful athlete who leads with intention, purpose, and authenticity.” His deep passion for fashion has also become a defining part of his identity, making him a regular standout at the Met Gala. He is described as having a bold and experimental style, which has earned him recognition for merging luxury tailoring with contemporary design. What began as personal expression has evolved into a platform for creativity and representation, as Hamilton champions diversity and innovation in the fashion world. In 2025, his influence reached another milestone with his appointment as a Co-Chair of the Met Gala, solidifying his status not just as a world-class athlete but as a global fashion icon shaping the intersection of sport, culture, and style.
Hamilton’s commitment to social and environmental causes has also strengthened his appeal. His foundation, Mission 44, launched in 2021, works to improve diversity and equality in motorsport and education. It is an initiative he calls his proudest achievement. The use of his platform and his consistent advocacy for inclusivity, sustainability, and mental health throughout his racing career align with modern brand values, enhancing his relevance in an era where purpose-driven influence defines marketability.
Lastly, Lewis Hamilton's 2025 move to Ferrari added a completely new layer of marketability to his palette, filling the headlines for months and becoming an extremely significant moment in modern Formula 1 history. Pairing one of the sport’s greatest global icons with its most legendary team has created a powerful fusion of heritage, prestige, and star power. With Hamilton bringing new leadership to the Prancing Horses and showing glimpses of growth and great racing, the partnership signals a bold new chapter defined by ambition, innovation, and belief. His second recognition as SportsPro’s Most Marketable Athlete cements his legacy as far more than a record-breaking Formula 1 driver. His continued dominance both on and off the track demonstrates the power of evolving with purpose, transforming fame into lasting global influence. By merging performance, fashion, activism, and authenticity, Hamilton has defined what it means to be a modern athlete in today’s interconnected world. As he continues to inspire through his racing career, advocacy, and cultural impact, Hamilton proves that true marketability is not just about visibility but about using one’s platform to create meaningful and enduring change.
