Lewis Hamilton has suffered a significant fall in a new global sports marketing ranking, with Ferrari team-mate Charles Leclerc now positioned ahead of him among Formula 1 drivers. The seven-time world champion has dropped to 22nd in the latest assessment, while Leclerc has climbed into the top ten and tennis star Alexander Zverev has made one of the biggest advances.
The rankings, published by SportsPro Media, assess the commercial appeal of athletes across different sports, rather than their performances or achievements on the field of play. Their latest assessment covers the period between July 2025 and June 2026, offering an interesting snapshot of how sporting success, public visibility and commercial potential are translating into global marketability.
For Hamilton, the result represents a notable change in a commercial position he has occupied near the top of the sporting world for years.
Hamilton falls behind Leclerc in global rankings
Hamilton finished 22nd in the latest assessment, a considerable distance from the leading positions he has previously occupied in sports marketing discussions.
The result is particularly striking because the British driver remains one of Formula 1’s most recognisable personalities. His seven world championships, international profile, fashion interests and high-profile commercial partnerships have helped establish a brand that extends well beyond motorsport.
However, the latest ranking places Leclerc ahead of his Ferrari team-mate in ninth position.
The Monegasque driver has made substantial progress, rising from 25th in the previous year’s assessment to break into the top ten.
That development underlines Leclerc’s growing commercial profile, with his popularity extending beyond Formula 1’s traditional audience.
Although Hamilton’s lower position does not necessarily indicate a decline in his sponsorship income or existing commercial agreements, it does suggest that other athletes have gained ground when measured against the criteria used by SportsPro.
Zverev makes a remarkable leap into the top ten
One of the most eye-catching movements involves Alexander Zverev.
The German tennis player was outside the top 150 in the previous ranking but has now surged to eighth place, putting him ahead of both Hamilton and Leclerc.
His rise comes as tennis continues to benefit from a strong international profile and the emergence of leading personalities capable of attracting audiences beyond their sport.
Zverev’s position also reflects the wider commercial significance of the latest rankings, which are not restricted to athletes competing in the world’s most financially powerful leagues and championships.
The top positions are dominated by a mixture of established global sporting figures and athletes whose commercial potential is continuing to develop.
Who leads the global sports marketing rankings?
According to the SportsPro assessment, freestyle skiing Olympic champion Eileen Gu occupies second place, while NBA star Giannis Antetokounmpo is third.
The list also features several prominent names from tennis and football.
New world number one Aryna Sabalenka has climbed from 27th to fifth, while Carlos Alcaraz has improved from 18th to fifth place, according to the published report. The article’s listing of Alcaraz’s position should be checked against the original SportsPro ranking before publication.
Manchester City striker Erling Haaland is the highest-ranked footballer in fourth place.
Cristiano Ronaldo remains 14th, while Kylian Mbappe occupies 19th and Vinicius Junior 20th. Lamine Yamal is 23rd, Neymar 24th and Lionel Messi 27th.
Alphonso Davies is the only German footballer to feature in the top 50, finishing 34th.
What determines an athlete’s marketability?
SportsPro’s assessment considers three central factors: the brand value an athlete has established, the momentum behind that brand and the potential for further commercial growth.
More than 1,200 athletes from 70 sports were considered.
That distinction is important when interpreting Hamilton’s position. The ranking is not a verdict on his ability as a racing driver, his achievements or the financial value of his existing sponsorship portfolio.
Instead, it attempts to measure how attractive athletes are to brands and commercial partners when future opportunities and wider public appeal are taken into account.
Hamilton remains one of the defining figures of modern Formula 1, but Leclerc’s position ahead of him demonstrates how quickly commercial influence can shift.
For Ferrari, having two drivers with significant international recognition remains a valuable asset. For Hamilton, however, the latest ranking provides an unexpected reminder that even an established global sporting brand is not immune to changing market dynamics.
Would you like to see more TJ13 Formula 1 coverage? Add us to your favourites list on Google to receive trusted F1 news.
The Judge, a nom de plume of an experienced F1 journalist and site founder with long-standing sources across the paddock. With over 30 years of experience in Formula 1 as an insider journalist, I have built trusted connections across the paddock, from race engineers and mechanics to senior team figures. At The Judge 13, I and a handful of trusted colleagues share exclusive Formula 1 news, expert analysis and behind-the-scenes stories you will not find in mainstream motorsport media.
