Coco Gauff, the 20-year-old tennis sensation, recently made waves by securing the 13th spot on SportsPro’s prestigious 50 Most Marketable Athletes list. Her ranking saw her outshine some of the sport’s biggest names, including Novak Djokovic, Aryna Sabalenka, Naomi Osaka, and even Iga Swiatek. While fans celebrated Gauff’s recognition, others raised eyebrows, especially given Sabalenka’s stellar year, in which the Belarusian clinched two Grand Slam titles but only landed at the 38th spot on the same list.
The disparity left some questioning the criteria for marketability. A fan recently shared an interesting statistic highlighting Sabalenka’s dominance in another key metric—Google searches. A global map circulated online revealed that Sabalenka garnered far more attention in online searches over the past 12 months compared to her contemporaries, including Gauff, Swiatek, and Osaka. The fan’s post, captioned, “Don’t really have an opinion cause it’s all subjective, but it’s interesting to look at who’s been the most popular Google search over the last 12 months,” seemed to hint at a disconnect between marketability and online popularity.
So, what makes an athlete truly “marketable”? According to various studies, it’s not just about winning titles, though that plays a significant role. Athletes who clinch major titles, especially Grand Slams in tennis, often see their star power skyrocket. Yet, other factors such as language skills, particularly English fluency, and a charismatic personality also play key roles. The ability to connect with global audiences, both on and off the court, can elevate an athlete’s marketability beyond their in-game success.
Aryna Sabalenka, despite her lower ranking on the marketability list, checks many of these boxes. Her emotional openness, powerful performances, and the way she engages with fans have all contributed to her popularity, as evidenced by her soaring Google search stats. As the new WTA world number one, Sabalenka’s rise to the top of the rankings has only further fueled her prominence in tennis conversations worldwide.
While Gauff may have clinched a higher spot on the marketability list, Sabalenka’s online presence and global fanbase prove that success is measured in more ways than one. As the tennis world continues to evolve, the debate over what makes an athlete marketable will no doubt continue, with both on-court performance and personal charisma playing pivotal roles.