The sports world is not just about performance on the court; it’s also about marketability. In the 14th edition of the Sports Pro Most Marketable Athlete Award, tennis stars Novak Djokovic, Coco Gauff, Naomi Osaka, and Emma Raducanu have been recognized for their marketability in 2023. This annual accolade ranks athletes based on their ‘Marketability Score,’ which encompasses three unique scoring components: Brand Strength, Total Addressable Market, and Economics. These factors combine to generate a total score out of 100.
Novak Djokovic, the reigning US Open champion, secured the 11th position in this year’s rankings, marking a significant rise from his 46th place in 2022. The Serbian superstar had an exceptional 2023 season, winning three of the four Grand Slam tournaments – the Australian Open, the French Open, and the US Open. He came within one win of capturing the Wimbledon title, only to be thwarted by Carlos Alcaraz in the final. Additionally, Djokovic clinched titles at the Adelaide International and Cincinnati Masters, further solidifying his position as a marketable athlete. Moreover, he made history by surpassing Steffi Graf’s record for the most weeks as the World No. 1 player, currently reigning in his 395th week at the top.
Coco Gauff, another tennis sensation, claimed the 12th spot on the list. Gauff had a remarkable 2023 season, securing her maiden Grand Slam title at the US Open and achieving a career-high singles ranking of World No. 3. She added more trophies to her collection by winning the Auckland Open, the Citi Open, and the Cincinnati Masters, while also reaching the quarterfinals of the French Open.
On the other hand, Naomi Osaka, a four-time Grand Slam champion, came in at the 14th place. 2023 was a year of personal milestones for Osaka as she embraced motherhood, welcoming her daughter Shai in July with her boyfriend, rapper Cordae. She took a break from professional tennis, with her last appearance dating back to the 2022 Toray Pan Pacific Open. However, she has her sights set on a comeback, targeting the Australian Open next year.
Emma Raducanu, the British tennis sensation, found herself in the 21st position. Her year was marred by injuries, leading to surgeries and limited tournament participation. Raducanu only competed in five events in 2023, with her best showing being at Indian Wells, where she reached the fourth round. Despite the setbacks, the young star is determined to make a strong comeback and has returned to the practice courts.
Notable mention also goes to other tennis stars in the top 50, including Aryna Sabalenka (18th), Rafael Nadal (41st), Petra Kvitova (43rd), and Ons Jabeur (50th).
Novak Djokovic is ranked as the 11th most marketable athlete in the world 🔥
Other tennis players are:
12th – Coco Gauff
14th – Naomi Osaka
18th – Aryna Sabalenka
41st – Rafael Nadal
43rd – Petra Kvitova
50th – Ons Jabeur pic.twitter.com/8epoKUSYKW— ᖴᖇᗩᑎI (@frani2312) October 17, 2023
The top 10 athletes on the list are comprised of global sports icons, including Lionel Messi, LeBron James, Alex Morgan, Giannis Antetokounmpo, Megan Rapinoe, Mikaela Shiffrin, Lewis Hamilton, Simone Biles, Kylian Mbappe, and Max Verstappen.
This year’s #SP50MM top ten…
1️⃣ Lionel Messi
2️⃣ LeBron James
3️⃣ Alex Morgan
4️⃣ Giannis Antetokounmpo
5️⃣ Megan Rapinoe
6️⃣ Mikaela Shiffrin
7️⃣ Lewis Hamilton
8️⃣ Simone Biles
9️⃣ Kylian Mbappe
🔟 Max Verstappen pic.twitter.com/sxdIFH9TQz— SportsPro (@SportsPro) October 17, 2023
The Sports Pro Most Marketable Athlete Award not only recognizes outstanding athletic achievements but also the ability of athletes to connect with fans, sponsors, and the broader public. Novak Djokovic, Coco Gauff, Naomi Osaka, and Emma Raducanu have certainly excelled in both aspects, solidifying their places as some of the most marketable athletes of 2023.
Novak Djokovic in 2023
WWWWWWWLWW Ranked world no.1, Novak played his last match on the 15th of September when he defeated world no.26 Alejandro Davidovich Fokina 6-3 6-4 in the Rubber 2 of the Davis Cup (draw).
Presently, during this year Novak owns a 46-5 match record. Novak clinched 5 titles in 2023 in Adelaide, Australian Open, French Open, Cincinnati and U.S. Open. Novak was the finalist in Wimbledon.
Djokovic is scheduled to play next in Paris (Rolex Paris Masters). He will begin to play the tournament from the main draw that will commence on the 30th of October.
Coco Gauff in 2023
WWWLWWLWWW Ranked world no.3 (career-high), Gauff played her last match on the 7th of October when she lost to world no.2 Iga Swiatek 6-2 6-3 in the semifinal in Beijing (draw).
Currently, during this season Gauff achieved a composed 49-14 record. Gauff conquered 4 titles in 2023 in Auckland, Washington, Cincinnati and U.S. Open.
Emma Raducanu in 2023
WWWLWWLWWL Now ranked no.280, Raducanu played her last match on the 18th of April when she capitulated to world no.14 Jelena Ostapenko 6-2 6-1 in the 1st round in Stuttgart (draw).
During this season Raducanu has a 5-5 match record.
Naomi Osaka in 2023
LWLLWWLWLW Now ranked no.661, Osaka played her last match on the 20th of September 2022 when she had to retire when playing against world no.202 Daria Gavrilova in the 1st round and the scoreline was 1-0 .
Presently, during this year the Japanese has a 14-9 win-loss record.
Emma Raducanu and Naomi Osaka have never played each other as of now in top competitions.
