Australia’s Top 50 marketable athletes: Who is landing the big money deals?
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To be rated Australia’s most marketable athlete requires much more than mere fame and elite sporting performance.
In this CODE Sports special report we rate the 50 most marketable Australian sportsmen and women looking at why some are a marketers dream, and others a nightmare.
How did we come up with the list?
Each athlete is ranked according to their “Marketability Score” which is generated by three categories: Personal Brand Strength, Audience and reach and Economics.
The scores they receive across these categories are combined to determine a Marketability Score out of 100.
SCROLL DOWN TO CHECK OUT THE TOP 50.
PERSONAL BRAND STRENGTH: carries a maximum score of 40 broken down into four distinct equal scoring components:
(To determine the scores for authenticity, risk factor and overall perception CODE Sports polled a group of sports lovers to rate the athletes on a scale of 1 to 10 in each component.)
Authenticity — does the athlete come across as authentic and genuine.
Risk Factor — do they attract controversy or have the potential to be associated with negative or impactful incidents.
Overall perception — are they perceived in a positive or negative way.
Performance — are they a franchise player in their team or code, a world record breaker, world ranking in top 10, Olympic gold medallist etc.
AUDIENCE AND REACH: carries a maximum score of 30 determined by three distinct equal scoring components:
Social media reach – the number of followers across the athlete’s social media platforms.
Search – average monthly Google search volume in Australia for each athlete.
Relevance – does the athlete compete in a tier one sport globally or in Australia or tier two or three sport.
ECONOMICS: carries a maximum score of 30 determined by two distinct scoring components:
Market demand – the level of existing corporate partners or personal endorsement deals and sponsorships.
Growth potential – is the athlete at the peak of their career or are they a star of the rise with a big future?
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Originally published as Australia’s Top 50 marketable athletes: Who is landing the big money deals?
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