Roger Federer, Tiger Woods and Phil Mickelson named the three most marketable athletes in the world
Federer and Woods are no longer at the top of their sports, but that hasn't yet swayed sponsorship interest (Source: Getty)
No one sells like a golden oldie when it comes to sports, according to a new power ranking of the world's most marketable athletes.
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Roger Federer, Tiger Woods and Phil Mickelson are all nearing the twilight of their careers, but have been named as the three most marketable athletes in the world, in a new power ranking put together by the London School of Marketing (LSM).
According to the school's research, companies spend around £500m on the top 100 best paid sports stars in the world, representing 25 per cent of their total income.
Only two women appear in the top 20, something LSM put down to the fact companies use sports to advertise to the traditionally hard to reach 16-30 male demographic.
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Jacques de Cock, faculty member at London School Marketing, commented:
Despite having passed their peak physically, Roger Federer, Tiger Woods and Phil Mickelson are kings. He may not have won Wimbledon this year, but it's Federer's personal characteristics which sponsors find so attractive.
Sports stars can boost a brand’s equity. The values attributed to sportsmen (honesty, hard work, dedication, skill, etc.) can be of significant value to brands that are not naturally associated with this, for instance, banking, insurance and utilities.
Also some brands enhance their glamour factor, this is especially the case for Rolex and its association with tennis with Federer.