The Most Marketable Athletes at the 2016 Olympic and Paralympic Games

Introduction

Do you thrill to the Mobot? Or tingle when Jess Ennis-Hill ducks for the line? Perhaps it’s Usain Bolt’s signature To Di World celebration, an Andy Murray fist pump, or gymnastics doyenne Simone Biles cheekily winking during a floor routine that brings out the goose-pimples.

Everyone has their favourites: those sportsmen and women who we marvel at, will pay the big bucks to watch, perhaps even secretly want to be. That, of course, is why the biggest international brands fall over themselves to associate with these super-athletes.

But of all the competitors readying themselves for the Rio 2016 Olympic and Paralympic Games, who are the gold medal winners in marketing terms? That is the question we asked an array of the leading thinkers in the sports business industry.

Our experts considered factors such as their popularity, age, performance credentials, chances of success in Rio and value for money to come up with the City A.M. Rio 50. I hope you’ll enjoy poring over their wisdom – read on to see if you agree.

Frank Dalleres, City A.M. Sports Editor

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