Qui sont les 50 athlètes au meilleur potentiel marketing ?

Comme chaque année, SportsPro a dévoilé son classement des 50 athlètes les plus bankables en termes de marketing. Notre Paul Pogba national se classe 2ème derrière le basketteur Stephen Curry.

Le classement « World’s 50 Most Marketable 2016 » de SportsPro concerne une période de 3 ans depuis l’été 2016 qui a été synonyme de grands événements sportifs tels que les JO, l’Euro 2016 ou encore la Copa America. Plusieurs critères tels que la valeur marketing, l’âge, le comportement, le marché et l’environnement sportif du pays d’origine, etc, ont été pris en compte pour créer ce classement des 50 sportifs les plus « marketables » au monde. La question que s’est posée SportsPro est la suivante : « quel athlète donnerait aux marques le meilleur retour sur leur investissement si elle signait un contrat de sponsoring au cours des 3 prochaines années ? ». Au total, ce sont 21 pays et 20 disciplines qui sont représentés mais seulement 15 femmes apparaissent dans la liste.

Le grand vainqueur est le basketteur Stephen Curry. Il passe de la 7ème place en 2015 à la première un an plus tard. Parmi ses partenaires, on trouve JBL, JPMorgan, Brita, et bien sûr Under Amrour, son équipementier qui a vu ses ventes footwear doubler au dernier trimestre 2015 grâce à la paire de chaussure signature de Stephen Curry.

En numéro 2, on retrouve Paul Pogba. L’International français est très apprécié de ses compatriotes mais également des fans de son club de Manchester United connu dans le monde entier. Même s’il a longtemps hésité avant de s’engager aux côtés d’un équipementier, le footballeur est très impliqué dans les campagnes globales et locales (marché français) d’adidas.

paul-pogba

Le joueur de cricket Virat Kohli complète le podium. Tissot, adidas ou encore TVS font confiance à ce sportif très connu en Inde, son pays d’origine.

  1. Jordan Spieth (golf)
  2. Anthony Joshua (boxe)
  3. Kei Nishikori (tennis)
  4. Lydia Ko (golf)
  5. Neymar (football)
  6. Missy Franklin (natation)
  7. Mikaela Shiffrin (ski)

On notera la  belle 12ème place de la joueuse américaine Alex Morgan, qui démontre l’engouement des Etats-Unis pour le football. Novak Djokovic, n°1 mondial au classement ATP se situe à la 23ème place juste devant Lewis Hamilton (24ème), Pierre-Emerick Aubameyang (25ème), le cycliste Peter Sagan (26ème) et Lionel Messi (27ème). L’homme le plus rapide du monde Usain Bolt se classe à la 31ème place devant Cristiano Ronaldo qui est 35ème dans ce classement. Le surf est également représenté grâce au Brésilien Gabriel Medina qui se classe 41ème. Pour découvrir la liste complète, rendez-vous ici.

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