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Volume 7 No. 149
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Roger Federer Is World's Most Marketable Athlete Despite Wimbledon Loss

Roger Federer "emerged as the most marketable sports star in the world," as tennis players dominate the latest power list prepared by the London School of Marketing, according to Jerin Mathew of the INT'L BUSINESS TIMES. Despite his loss in the Wimbledon final to Novak Djokovic, Federer "is considered one of the most influential persons in the world." London School of Marketing faculty member Jacques de Cock said, "He may not have won Wimbledon this year, but it's Federer's personal characteristics which sponsors find so attractive." Tennis stars "feature prominently throughout the rest of the top 20 list, which weighs sports stars based on their influence when it comes to attracting sponsors and advertising" (IB TIMES, 7/22). In London, Kevin Rawlinson wrote "only two female sports stars feature among the world’s 20 most marketable, research suggests, while there are only two British representatives on the list." Maria Sharapova "was the highest ranked woman in 12th and the world number one and Wimbledon women’s singles champion Serena Williams was 20th." World golf No. 1 Rory McIlroy "was sixth on the power list and Britain’s top tennis player Andy Murray was placed 16th." The researchers "excluded David Beckham because he has retired from football." Federer was "followed by golfers Tiger Woods and Phil Mickelson." De Cock said, "Despite having passed their peak physically, Roger Federer, Tiger Woods and Phil Mickelson are kings" (GUARDIAN, 7/22).

Top 20 Most Marketable Athletes
1. Roger Federer -- Tennis
2. Tiger Woods -- Golf
3. Phil Mickelson -- Golf
4. LeBron James -- Basketball
5. Kevin Durant -- Basketball
6. Rory McIlroy -- Golf
7. Novak Djokovic -- Tennis
8. Rafael Nadal -- Tennis
9. Mahendra Singh Dhoni -- Cricket
10. Cristiano Ronaldo -- Football
11. Kobe Bryant -- Basketball
12. Maria Sharapova -- Tennis
13. Lionel Messi -- Football
14. Usain Bolt -- Track
15. Neymar -- Football
16. Andy Murray -- Tennis
17. Kei Nishikori -- Tennis
18. Derrick Rose -- Basketball
19. Floyd Mayweather -- Boxing
20. Serena Williams -- Tennis