Forbes Sport has published a comprehensive assessment of the value of personal brands among Russian athletes, highlighting how marketability intersects with public performance. In this latest ranking, tennis champion Daniil Medvedev emerges as the leader, recognized for his high appeal to advertisers and his ability to attract brand partnerships across diverse sectors. While Medvedev tops the list in attractiveness, the same study notes his prominent presence in Russian media, where he ranks second in overall mentions following star figure skater Alexandra Trusova, underscoring a broad reach that extends beyond tennis courts into mainstream culture.
In the broader competitive landscape, Medvedev also holds the distinction of being the highest-ranked Russian player in the Association of Professional Tennis Players (ATP) standings, currently positioned at number three in the world. The global rankings are still led by Novak Djokovic with Carlos Alcaraz close in second, reflecting a dynamic hierarchy among the sport’s biggest names. The emphasis on Medvedev’s marketability persists even as the official rankings shift, illustrating how brand value can diverge from on-court position and continues to be a separate, significant metric for sponsors and agencies evaluating potential endorsements.
Following Medvedev in Forbes’ personal-brand hierarchy is Alexandra Trusova, who captured a silver medal at the Beijing Olympic Games and demonstrated a high degree of public fascination through her bold routines, including ambitious elements such as five quadruple jumps in the free program. Trusova’s visibility extends beyond results, as her presence at major events amplifies media exposure, social engagement, and sponsorship opportunities, contributing to a strong commercial profile alongside athletic achievement.
Alexander Ovechkin also makes the top three in Forbes’ rankings, reinforcing the enduring value of veteran star power in hockey. His ongoing pursuit of historic records, including the pursuit of Wayne Gretzky’s celebrated benchmarks, helps sustain a narrative that resonates with fans and brands alike, maintaining relevance through longevity and consistent performance. This combination of performance, personality, and public presence keeps him among the nation’s most attractive ambassadors for licensing, sponsorships, and collaborative marketing campaigns.
Rounding out the top five, Lokomotiv player Artem Dzyuba occupies a prominent position, while another leading figure skater, Olympic champion Kamila Valieva, rises to fifth place. Valieva’s trajectory illustrates how triumphs on the ice translate into broader brand engagement, where competitive success, media strategy, and audience reach converge to shape a compelling personal-brand profile. The compilation also touches on the moment when Valieva publicly addressed the complex emotions surrounding her career, hinting at the broader narrative dynamics that influence public perception and sponsor interest, including resilience, controversy management, and public accountability.