Naomi Osaka has been named the world’s most marketable athlete for 2019 by sports business media company SportsPro. Team India captain Virat Kohli is placed 15th in the list of world’s most marketable athletes prepared on the basis of the Hookit’s Promotional Effectiveness Score.
Paul Pogba, the table topper last year, has fallen to the 11th position, while Naomi Osaka has climbed 27 spots to emerge the table topper.
Lone Indian in the list, Kohli has fallen three rungs from his 12th position in 2018. England speedster Jofra Archer is placed 40th on his maiden appearance in the SportsPro rankings list, which is in its 10th year now.
SportsPro media has also released a video-graph of the athletes, who occupied the top ten positions this year.
The rising WTA star, the 21-year-old Naomi becomes only the second female athlete to top the list after a breakthrough year in which she won two Grand Slam singles titles and ascended to number one in the world for the first time.
SportsPro’s list assesses athletes from across the world according to their marketing potential over the coming three-year period, taking into account criteria such as age, home market, crossover appeal, charisma and willingness to be marketed.
The list for the second successive year has been prepared by social media analytics and insights provided by Hookit, SportsPro’s official data partner, whose Promotional Effectiveness (PE) Score aims to evaluate how effective a promoter an athlete is on social media, regardless of their follower count.
Hookit’s Promotional Effectiveness (PE) Score is an evolution of the Marketability Score the company created for SportsPro to inform its 2018 list of the world’s 50 most marketable athletes, states a SportsPromedia.com report.
The PE Score is a composite grading system with a maximum of 100 points. It is made up of five normalised sub-scores that look at posting habits, content creation, and fan/follower engagement on promoted content.
The score aims to evaluate how effective a promoter an entity is, regardless of their follower count. It is a way to compare entities on a level playing field by examining the quality of their promoted posts, the regularity with which they are promoting, and how their promoted content performs relative to the rest of their content.
Osaka follows in the footsteps of fellow tennis star Eugenie Bouchard, who topped SportsPro’s list in 2015, and is the first Asian to be named number one. This year’s ranking features a record number of female athletes, with 16 making the cut.