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Top 100 most marketable athletes in Finland
Here they are, the top 100 most marketable athletes in 2024! Learn more about scoring and the jury here.
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Meet the jury
The jury consists of experienced sports and marketing professionals.
Here’s what they have to say about this year’s listing:
“Athletes can be appealing in many different ways. This list shows that athletic success and being interesting does not always go hand in hand. I hope more athletes will show their personality in traditional and social media.”
Noora Toivo
Ex-track and field athlete, social media journalist at Yle Urheilu
“Athletes on the list who have leveraged their personal brand by extending their presence into social media channels stand out. Athletes will get more out of their commercial potential if they dare to tell stories and be relatable to audiences outside of sports. This, in turn, creates good opportunities for commercialization.”
Joona Haatainen
CEO and strategist, Troot
“More comprehensive data gave us interesting insights into which sports and athletes command attention on traditional and social media. Athletes have an opportunity to be closer to their audience than ever before and are becoming more courageous in creating content that appeals to their audiences. Love it!”
Piitu Hoffrén
Partner Success Manager, 10.team
“Modern marketers are into strong and versatile personal brands who engage their audience on social media. Athletes who share pieces of their life, bring forward their personality and are not afraid to speak up appeal to a wider base of brands.”
Heikki Pohjonen
Partnership Advisor, 10.team
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What’s the scoring based on?
The scoring is based on factors that are important to brands and marketers. The scoring combines quantitative and qualitative factors.
First, the athletes are scored by:
- social media activity
- audience size and engagement
- visibility in media
- sport’s visibility in media
In addition to data-based scoring, the jury scored the athletes based on:
- impact and influence
- brand strength
- current partnerships
- content quality
Athletes with significant global marketability could earn extra points.