Image Source: Bill Shaikin
Key Takeaways:
- Shohei Ohtani, a baseball player, is the world’s most marketable athlete in 2025, with an estimated $100 million in marketing revenue.
- Ohtani surpasses other top athletes, including LeBron James, Lionel Messi, Cristiano Ronaldo, and Rory McIlroy, in sponsorship and endorsement earnings.
- Baseball’s collective bargaining agreement is set to expire in 11 months, potentially putting the 2027 season at risk.
- The timing of Ohtani’s rise to global pop culture icon status could not be more crucial for baseball, with the World Baseball Classic and a potential lockout on the horizon.
Introduction to the World’s Most Marketable Athlete
Soccer is widely considered the world’s most popular sport, but surprisingly, the world’s most marketable athlete in 2025 is not a soccer player. According to Sportico, the athlete making the most money from sponsorships and endorsements is Shohei Ohtani, a baseball player for the Los Angeles Dodgers. Ohtani’s estimated $100 million in marketing revenue surpasses other top athletes, including LeBron James, Lionel Messi, Cristiano Ronaldo, and Rory McIlroy. As Sportico reported, "Ohtani made an estimated $100 million in marketing revenue… followed by the Lakers’ LeBron James at $85 million, soccer stars Lionel Messi ($70 million) and Cristiano Ronaldo ($60 million) and golfer Rory McIlroy ($55 million)." This achievement is significant, as Ohtani joins an exclusive group of athletes, including Stephen Curry, Roger Federer, and Tiger Woods, who have reached $100 million in annual marketing revenue.
The Rise of Shohei Ohtani
Ohtani’s face appears on everything from airplanes to skin care products, cementing his status as a global pop culture icon. As the article notes, "In Ohtani, whose face appears on everything from airplanes to skin care products, baseball at long last has its Michael Jordan: the superstar that has transcended sports and ascended to the status of global pop culture icon." This is a significant moment for baseball, as the sport has been searching for a transcendent figure to capture the world’s attention. Ohtani’s rise to fame could not have come at a better time, with the World Baseball Classic taking place in two months and the potential for a lockout looming in 11 months. The article highlights the significance of Ohtani’s achievement, stating that "The timing could not be better for baseball — or worse."
The Impact of Ohtani’s Rise on Baseball
The timing of Ohtani’s rise to global pop culture icon status is crucial for baseball. Two months ago, a dramatic World Series captured record numbers of viewers around the world, and the upcoming World Baseball Classic is expected to draw a large audience. However, the expiration of baseball’s collective bargaining agreement in 11 months poses a significant threat to the sport. If owners lock out players in pursuit of a salary cap or other salary restrictions, the 2027 season would be at risk, and the face of the sport could disappear along with some or all of the season schedule. As the article notes, "If owners lock out players in pursuit of a salary cap or other salary restrictions, the 2027 season would be at risk, and the face of sport could disappear along with some or all of the season schedule." This could have severe consequences for the sport, potentially alienating fans and damaging its global reputation.
Historical Context: Top Athletes’ Marketing Revenue
To put Ohtani’s achievement into perspective, it is worth examining the leaders in annual marketing revenue among athletes in previous years. According to Sportico, the top earners in recent years include Stephen Curry ($100 million) in 2024, LeBron James ($80 million) in 2023, James ($90 million) in 2022, and mixed martial artist Conor McGregor ($180 million) in 2021. Ohtani’s $100 million in marketing revenue is a significant achievement, demonstrating his immense marketability and appeal to sponsors and fans around the world. The article highlights the significance of Ohtani’s achievement, stating that "Ohtani joined the Golden State Warriors’ Stephen Curry, tennis star Roger Federer and golf icon Tiger Woods as the only athletes ever to hit $100 million in annual marketing revenue, according to Sportico."
Conclusion: The Future of Baseball and Shohei Ohtani
In conclusion, Shohei Ohtani’s rise to become the world’s most marketable athlete is a significant moment for baseball. With his immense marketability and global appeal, Ohtani has the potential to transcend the sport and become a cultural icon. However, the timing of his rise is precarious, with the collective bargaining agreement set to expire in 11 months. The future of baseball hangs in the balance, and it remains to be seen whether the sport can capitalize on Ohtani’s success and avoid a potentially devastating lockout. As the article notes, "The leaders in annual marketing revenue among athletes prior to 2025, according to Sportico: Curry ($100 million) in 2024; James ($80 million) in 2023; James ($90 million) in 2022; and mixed martial artist Conor McGregor ($180 million) in 2021." Only time will tell if Ohtani’s success can help baseball navigate this critical juncture and emerge stronger than ever.
https://www.latimes.com/sports/dodgers/story/2026-01-14/100-million-shohei-ohtani-dodgers-marketing-revenue
