Aryna Sabalenka has spent the past few seasons establishing herself among the biggest names in women’s tennis, but her latest recognition puts her commercial appeal ahead of some of the most recognisable athletes across world sport. The four-time Grand Slam champion has been named the world’s most marketable athlete in 2026, climbing from 27th place last year to take the top spot in SportsPro’s annual ranking, becoming the first tennis player to achieve that distinction since Naomi Osaka in 2021.
Aryna Sabalenka is currently the world No. 2 in the WTA singles rankings, having recently been overtaken at the top by Elena Rybakina to end her 99-week reign. Despite slipping from the top spot, the 28-year-old Belarusian capped off a dominant stretch by finishing 2025 as the year-end world No. 1 for the second consecutive season. Her impact extends well beyond tournament results, as she finished ahead of every other athlete in SportsPro’s 17th annual list of the 50 most marketable sports personalities. This achievement makes her the fourth woman and third tennis player to lead the marketability ranking since its introduction in 2010. Her commercial portfolio includes partnerships with Nike, Wilson, Gucci, Emirates, Audemars Piguet, Whoop and Stella Artois, giving her a presence across sportswear, luxury fashion, aviation and lifestyle brands. SportsPro estimated that she earned approximately $30 million during 2025 through prize money and commercial activities away from the court.
Sabalenka leads a strong tennis contingent, with seven other players joining her among the 50 athletes selected for this year's ranking. Carlos Alcaraz is the highest-ranked male tennis player, finishing fifth overall, while Alexander Zverev occupies eighth place and completes the sport's representation inside the top 10. The remaining tennis players include Iga Swiatek at 17th, Naomi Osaka at 21st, Coco Gauff at 32nd, Jannik Sinner at 35th and Novak Djokovic at 46th.
Alcaraz is also among the overall top five, finishing behind Sabalenka, freestyle skier Eileen Gu, basketball star Giannis Antetokounmpo and footballer Erling Haaland. Tennis accounts for eight places in the top 50, making it one of the most represented sports in the annual selection. Women account for 16 places in this year's ranking, compared with 20 in the previous edition and a peak of 23 in 2023.
SportsPro's ranking, powered by NorthStar Solutions Group, does not simply reward athletes for winning championships or accumulating large social media followings. Instead, its 100-point NorthStar Marketability Score assesses three distinct areas, examining an athlete's established commercial reputation, present visibility and potential for future growth. The three scoring pillars are: Brand Equity – 45 points: Measures the strength and established value of an athlete's personal brand. Momentum – 40 points: Examines their current visibility, relevance and the attention surrounding their sporting profile. Commercial Trajectory – 15 points: Assesses their potential to attract further partnerships and develop commercially.
The methodology draws on 27 defined marketability drivers, supported by hundreds of data points for each athlete and more than 3,000 brand partnership records. SportsPro considered an expanded pool of 1,202 athletes across 70 sports, with 247 receiving a full assessment before the final 50 were selected. The evidence covered the period between July 1, 2025, and June 30, 2026, making the ranking an assessment of commercial appeal over a defined 12-month window rather than a simple reflection of an athlete's career achievements.
Sabalenka's commercial rise has accompanied a remarkable period of success on the tennis court, with four major titles establishing her among the defining players of her generation. She captured her first Grand Slam at the 2023 Australian Open, successfully defended that title in 2024 and subsequently won consecutive US Open championships in 2024 and 2025.
Her journey through major tournaments has also included difficult final defeats, particularly against Coco Gauff at the 2023 US Open and 2025 French Open, alongside her loss to Madison Keys in the 2025 Australian Open final. Those setbacks have formed part of a career in which Sabalenka has remained consistently involved in the biggest matches, while her outspoken personality and distinctive presence have helped her connect with audiences beyond tennis. Moving from 27th place to the top of SportsPro's ranking in one year represents a substantial commercial breakthrough, particularly in a list featuring athletes from 70 different sports. Sabalenka's latest recognition reflects not only the success she has achieved on court, but also the international profile she has built around it.
