Why Naomi Osaka Is The Most Marketable Athlete in The World

Naomi Osaka was crowned the world's most marketable athlete in 2019. That is especially remarkable, because those rankings are usually dominated by men. LeBron James, Cristiano Ronaldo, Roger Federer, Usain Bolt. The biggest superstars are historically almost always Men. And they have the biggest paychecks.
But this is about to change and Naomi Osaka is likely to be at the forefront of that transition.
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⏱ Timestamps
00:00 What makes a marketable athlete?
01:37 Athletic Success
03:38 Brand & Endorsements
07:45 Osaka's Investments
09:02 Conclusion
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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#naomiosaka #tennis #sportsmarketing #lebronjames

[@AthleticInterest]

If you were a marketing manager, which coming superstar athlete would you sign to represent your brand?

[@O_to_M]

Eirling Haaland

[@danoleary9408]

Mahaveer Raghunathan

[@samutftvhbhgd4803]

What software do you use to edit your videos?

[@user-tw2nc3fv7z]

Luka Doncic

[@anonymousanonymous1338]

Luka Doncic, Trevor Lawrence, Kirill Kaprizov

[@harigovind6316]

Boss: Who is the next superstar? Me: Let's watch Athletic Interest.

[@lungabiyela9081]

Hannibal Mejbri

[@nthatisimohasoa8300]

Fr.

[@evanunderland8964]

Cordae livin the dream. He a stay at home rapper with a lady in Osaka that makes 7 figures. W

[@ceb11even56]

He set forreao

[@sawyertargosz1396]

8 figures

[@alexanderekubo538]

Stolen but I agree

[@LegendNinja41]

bruh i'd never guessed they'd be together lmao

[@RenegadeShepard69]

@@LegendNinja41 Lol same. I had no idea they were too. But that's a pretty badass couple I guess. I hope they both have very fullfilling careers, both got potential in their careers and seem more chill than most celebrities their age.

[@lukecoupland3740]

Emma raducuna definitely is the next most marketable. Talented attractive and fluent in mandarin

[@Delicaciesforyou]

True , after us open

[@tg6181]

True that. She is a marketer's dream. So much global appeal. Apparently she is set to make a lot of money because of it!

[@tomnguyen1015]

Everyone is talking about Emma now. Naomi got what she wants, zero attention!!!

[@red4666]

If she can keep winning.

[@Moose185]

She’s only won one us open, Osaka has won 4 grand slams. Raducanu needs to win another to prove shes not just a one win wonder.

[@ibrahimasow5038]

Cordae really hit the jackpot.

[@tomsawyer9403]

Dude better put a ring on that.

[@souarebadrame5734]

@@tomsawyer9403 and a baby on that

[@thabokgwele5268]

Souareba Drame come on bra lol

[@reverse5163]

@Cian MacGana Naomi is a social invalid

[@alazjaw.8968]

@cianmacgana9092she wouldn’t be talking if she couldn’t. get lost bozo.

[@user-tw2nc3fv7z]

Kobe was a part of Osaka decision 😍 Never be forgotten❤️❤️ kobe

[@01enkidu]

Would love to see something that delves into the whole Sport Science side of things, especially how much its changed in the last 2 decades.

[@frankpagel39]

Esüeccially why older athletes can compete at a high level (C. Ronaldo, Federer, LeBron...)

[@ianrobinson4200]

Being Japanese ensures she will earn a truckload regardless. I mean look how much Nishikori has earned in endorsements, it's pretty mindblowing. And he's never won any big titles really

[@bigsteppa2116]

Japan and China always back their athletes

[@lunzhishitian8039]

The meaning of blood is heavier in those countries.

[@Skumtomten1]

@@bigsteppa2116 Because those countries are huge and have a massive market. The top 5 largest banks in the word are from China and Japan by the way.

[@darmawan3029]

and being japanese, black and woman, thats a jackpot marketing combination for gen z in an era where they glorify minorities who succeed

[@bukangodzilla3256]

@@darmawan3029 yup the perfect combination asia,black,woman

[@kiran75424]

Osaka's sense of humor is equal to german football star Thomas Muller. Both people are great in their respective fields.

[@chrissyb7916]

She seems to have lost her humor and gone to John McEnroe antics.

[@c0dysports]

Muller is definitely in a league of his own when it comes to humor

[@cosmic6261]

@@c0dysports I understood that reference

[@rahe2141]

Robert lewangoalski

[@shilpaprajapati4801]

@@c0dysports especially if you watch 442oons...🤣

[@kelvinsudirman4072]

Her Japanese + African heritage means she's gonna be unaging immortal. Bless her Edit: by African I meant it as her racial heritage instead of her parent's nationality

[@phoenix-king779]

bro fr. shell be like 80 and still look mid 40's

[@JesuisTheCunoAsthe]

bro she's from Haiti

[@johkupohkuxd1697]

@@JesuisTheCunoAsthe Haitians are of African origin. Slavery you know...

[@JesuisTheCunoAsthe]

@@johkupohkuxd1697 U might as well call Jamaicans africans

[@randomcon123]

Let’s just appreciate the fact that she’s so likable and marketable not because of her race but her personality.

[@elevenocean4471]

If you follow football (not American), it’d be cool if you could dive into why so many of Nike’s athletes are no longer under contract. A huge list of their players have run their contracts down and are joining competitors like Puma and Adidas

[@chennoufimedalamine5806]

shit thats a good topic and intresting one

[@sammatthew7]

he made a video about it today

[@AthleticInterest]

Thanks for the suggestion! Check out our latest video 😉: kzbin.info/www/bejne/r5aTh6eGoKh3rrM

[@elevenocean4471]

@@AthleticInterest just saw the vid on my homepage🤣💪🏾 love for that💘

[@luisdavasconcellos2914]

​@@elevenocean4471 Nike está poniendo toda la artillería en un selecto grupo de jugadores nomás

[@anthonyc8860]

Here after Osaka just won 2021 Aus open!!! Congrats Naomi

[@kingmonde]

Consistent winner. Only adds to her marketability.

[@Rinkiyakepaapa]

Just so happy for her. She's adorable, funny & super talented all at the same time.

[@oldisgoldlikeold]

Best sports channel ever created💯

[@niyasbasheer3656]

Yes. By the way our last name is same😁

[@timonriehl8707]

Nonstop sports is better

[@oldisgoldlikeold]

NO bro, nonstop always talks about basketball. They have a special channel for football but athletic interest is better and talks about sports business💯

[@oldisgoldlikeold]

@N9ne 9999 😁

[@oldisgoldlikeold]

@@niyasbasheer3656 same pitch🤝

[@densiooo]

Yep, rooting for Naomi Osaka since her Indian Wells win in 2018. Really happy to see how she's grown.

[@SamMartinPeakPerformance]

Amazing video as ever. Keen for more vids on female athletes - def an area with such a promising and interesting future!

[@friction5001]

Facts

[@atomicambition4642]

well they will never be as good as men tho. osaka will lose to 100th placed men player

[@1310beth]

​@@atomicambition4642 So? She's doesn't play against male players so your comment is irrelevant. She dominates her competition, has a very likable personality, and like the video said - women's athletic wear is growing more quickly and has more profitable margins than men's. She is a great investment financially and a very interesting character and enjoyable to root for. Women's sports are rapidly increasing in popularity both because these women are impressive athletes but also because sports are about so much more than the actual game, its about the story and either gender can have a great story.

[@farahabdelgadir5712]

Jamie Fullton not really. the only sport which the women are somewhat popular and interesting is tennis wnba for example would never be popular

[@samuelschonenberger]

As a fellow half Japanese introvert, I'm happy to see this

[@psychpassshootscore7308]

Amazing content as usual 👏. Really enjoy listening to your perspective on sports

[@thewealthwarren6940]

Smashed it out the park again- another great video guys. Love these!

[@Luke-xk1sz]

Once again an outstanding video, great work as always!

[@mastersasori01]

I think Naomi's career deescalated so quickly. I hop I am wrong. I wish her the best.

[@luisdavasconcellos2914]

Ningún tenista gana siempre. Hay torneos donde no ganan y luego vuelven a ganar.

[@kungfukenny3376]

With this level of quality you'll reach a million subs in a minute

[@adri0095]

@Athletic Interest could you please do a video about the major sports management organizations such as IMG and CAA and explain their roles? That would be awesome :)

[@SamMartinPeakPerformance]

That'd be super interesting - great shout

[@thomasduthie]

You deserve so many more subs man 🙌🏼

[@losthuman272]

This is insane!!! Thank you Athletic Interest for this segment!! Great information!!

[@user-qd6im2hp2e]

Naomi has style too as well as a good personality

[@thabisotlhophane6196]

Do a video on Mbappe next!

[@ndonuetakwi3463]

its simple . hes next move is to trash barcelona is Paris

[@kingmonde]

@@ndonuetakwi3463 he did.

[@ujyantramesh8505]

Love this channel. It's helping me enhance my interest towards my career/passion about the sports industry

[@whaddup5417]

Since other people are leaving suggestions, I’d like to give just one; Analytics/ behavioral economics penetrating different sports. First it was baseball, then basketball, now European football with Liverpool being the shining example. Lots of hour long interview content out there with 15 minutes of actual new information, but lacking is visually appealing condensed review. It effects not just player acquisition, but in game- strategy as well.

[@jurixrebellion5653]

Your videos are always a blessing, the subscriber numbers should've skyrocketed even more

[@tennysonpeter422]

Tifo and Athletic interest the production quality in these videos are top notch 💙

[@g1kluang]

I love channels like this! Short and interesting!

[@sakunchoudhary446]

Those edits! Superb Bruh/ma'am

[@ili4707]

Geiles Video!!!! Solche Videos sind perfekt! Ich hab von der vorher nicht bewusst gehört und jetzt bin ich nur beeindruckt. Die Videos wo ihr Unternehmen/Personen behandelt die nicht extrem/sehr bekannt sind, sind die besten. Mir hat insbesonders auch das Video zum Cricket spieler gefallen. Weiter so!

[@wavidavi]

I love y’all videos. They really are blessing seeing the business side to sports. This one was by far the most interesting. I gained so much from this thanks 🙏🏾 💪🏾. Keep blessing athletes. You are really helping young athletes be wise when they grow up.

[@AthleticInterest]

Thanks mate! Very grateful to hear that our videos are a source of inspiration for athletes 💪.

[@gamingjoe9905]

This video are so well made and well presented!, Thank you for the quality content.

[@rytterr]

great and high quality video like always.

[@Jotgut]

Great video, is this some old reupload? I've seen you mentioning 2019 a lot and no talk of current events. Cheers and good job!

[@AthleticInterest]

No reupload, it's fresh 😉. We don't mention 2020 that much because not much happened that year due to the pandemic and most events were cancelled.

[@Jotgut]

@@AthleticInterest Yeah, true. Completely forgot 2020 was devoid of majority of sports!

[@kingmonde]

@@Jotgut although in 2021 she's already won another Grand Slam.

[@sahilaggarwal5359]

The quality is just top-notch...

[@maandamulaudzi2548]

great video and super interesting. keep up the amazing work

[@paddygleeson664]

As always, stellar choice of personality, well told and very informative. Dont stop.

[@nikhil_project]

thank you for the video. very good information and great efforts to make it. deeply appreciated

[@marcosfranzese]

you guys are amazing! thanks for the impressive content once more

[@MisterMongoMack]

Awsome video once again!

[@maxwe1149]

Been here since 10k! This channel is gonna grow so much more!

[@dzakiassuhud1825]

Great content!! Could you cover mma sport Business nextt??

[@sanjivlamsal4563]

This channel is by far, one of the best channel around. Love the content.

[@ninab.4540]

Li Na's husband was an incredible marketing genius but I'm glad the tennis world found the new Li Na. Her sense of humor, style of tennis and never give up attitude might've influenced Osaka a bit during her playing years.

[@ThisIsThePlanet]

Another amazing video!

[@swingcash4920]

Great clip! Please do a piece on how and why older athletes are still dominating their respective sports: Federer/Nadal/Nole , LeBron, Messi/Cristiano , Tom Brady, etc

[@akshaygolchha]

Amazing as always ❤️🙏

[@laimince8196]

Another great video. Thanks

[@aryannautiyal9362]

Great video as always ❤️❤️...Also I think it'll be interesting to have a video on Business of Conor McGregor

[@AdrienRaza]

Best creator on KZbin!

[@Bob5217sla]

Hope this video will explode after her win in AO. She is a phenomenal player and even a better personality

[@kingmonde]

Truly a future superstar.

[@franxisco76]

Great one!!!!

[@vls3771]

If you take a close look at pictures of Osaka when she was winning big tournaments to pictures of her now it's a substantial change.. Great player when she was winning .

[@narutokunn]

This is a superb channel!

[@johnnygoods1232]

Do one on Mbappe please

[@r0dri89]

Awesome voice and awesome video. Thank you! big fan here

[@8Clips]

I'd love to be able to agree, but Serena Williams is an absolute trend breaker of female tennis players in the last few years. She's the only one who's gone to match/beat the grand slam records of Federer/Nadal/Djokovic. There seems to be a strange pattern of female tennis players turning up to win a couple of slams brilliantly, and then falling off the face of the earth. You mentioned Sharapova there who was successful as a younger player, winning Wimbledon, and the US Open, and reaching world number one, all still as a teenager. Over the next 10 years she only won 3 more slams, and failed to dominate the sport like many predicted she would. Naomi Osaka has been good, but in my honest opinion, she hasn't shown that she's going to dominate the women's game for years to come, which is what you really need when you're talking about the next world superstar. She's going to have to win 20+ slam titles if you want to put her in that bracket of world superstar. For reference Federer, Nadal and Williams have all achieved this. Women's tennis is such a gamble to go balls to the wall on a sponsorship deal with a player, especially with someone who hasn't even been past the third round at Wimbledon or Roland Garros. She looks like a hard court specialist right now, and that won't make you a world superstar.

[@luisdavasconcellos2914]

1. Fuera del éxito deportivo las marcas invierten por su atractivo en el mercado asiático y EEUU. Quizás habrá mejores pero con menor repercusión mediática. 2. Serena Williams nunca ha igualado o batido los récords de Nadal/Federer/Djokovic porque ella participa en tenis femenino. Ella perdió contra Karsten Braasch (puesto 203).

[@alazjaw.8968]

how is winning 4 grand slams every year since debut not showing she’s going to be dominant? also why are you comparing someone with a 20+ year career with someone just getting started? none of this change the fact that she was the most marketable of 2019

[@Rinkiyakepaapa]

Am I the only one who thinks Osaka's social awkwardness just adds to her cool character.

[@McTannenzapfen]

No, thats why she was labeled most marketable athlete in 2019.

[@elevenocean4471]

Makes her personable

[@tomsawyer9403]

Errr ... NO.

[@kenim]

Its 2021, most people are socially awkward and that makes her relatable (as mention in the video). She is set to be a internet idol.

[@JackNapier420]

How does being socially awkward make someone cool? I really don't get this 😅 shouldn't being calm, but confident be more attributed to being cool? I think socially awkward people just tend to call her cool so they feel better about themselves tbh😂

[@theotherside8919]

Athletic interests keep up the good work 💪💪💪💪👍😊

[@dibyapradipta3822]

An interesting superstar is from ice skating, Kim Yu na. She's a legend in and a superstar in ice skating and Korea.

[@BAKTIPRASETYA]

thanks for the subtitle guys... this help my listening skill get better.... and you absolutely can reach more subscriber with this subtitle...

[@aaronlandolt7669]

Wie immer geniale videos

[@doplarn]

She is truly a breath of fresh air no ego, beautiful and well mannered.

[@kenim]

She has the potential to eclipse even the GOAT Federer in her sport.

[@chrissyb7916]

Yah, she isn't being mannered at the US Open. She is throwing McEnroe size fits.

[@ananina9554]

lol no ego??? she's 90% ego

[@whatname4613]

@@kenim no,u are tripping.

[@alazjaw.8968]

@@ananina9554says no one ever

[@sergyjr476]

I can watch hours and hours of your content nice job👌

[@william_8844]

Great content as always! I would like to see the Japanese perception of blasians because of Osaka

[@dianefinn9730]

Interested thanks for the information

[@nick_koh]

Opps spoke too soon. Raducanu baby!

[@OdysseyTag]

Can't stress enough that her mixed Asian African American heritage and her outspokeness about social issues relating to race, gender and nationality makes her universally marketable and relatable.

[@sterntaler8642]

Quality content

[@alexyee2102]

Turns out it was Emma Radacanu!

[@oliverlewis2359]

Cordae hit the jackpot, no joke.

[@pranavpraveen7733]

When you are so so early and don't know what to comment 😔....

[@samarthtiwari2960]

Bro you are gem in field of video essay....

[@sirantisocial9681]

Kya bolte Bantai, full vibe hai na

[@xltian4368]

Can't wait to see her coming back to the US Open this year and competing against IGA.

[@PurpleHippoCinema]

Excellent breakdown as always, I really hope that Naomi Osaka's status continues to grow because she really could be a global superstar!

[@Juan-n]

I think the main reason why the brands want her is because shes half asian. All the biggest brands wont to dominate asia and she could be a link especially cause she is so good at tennis so she will contactly be succesful. The brand would want her if she was only black but not as much. Everything the brands do is political or to make loads of money

[@densiooo]

She already is!

[@kingmonde]

She just won another Grand Slam. She's well on her way.

[@lameloballisadiffrentbreed2155]

@@densiooo with 1million followers

[@allenjoseph8759]

4 grandslams back2back back2back. Naomi is complete phenom. I am waiting to see if any player can win 4 grandslams back2back back2back within 2 years. Great record.

[@Kus0ice]

Superb content as usual. Please make a video about Messi next

[@alter.i1957]

I had no idea who's naomi

[@stefanossmitty3318]

Ha! After winning this year’s Australian Open, this needs an update.

[@Yanzz24]

They didn’t mention for understanding reasons her skin tone her hair and races help alot too.

[@alazjaw.8968]

they literally covered that. that her being japanese and american helps. keep up.

[@adrianpetrea9737]

We have a new "The Most Marketable Athlete in The World" Her name is Emma Raducanu ( 18 yo ) - US Open Champion. Her father is from Romania- Mother from China- born in Canada-now play and stay in UK.

[@luisdavasconcellos2914]

Recién tiene 1 grand slam

[@shaneirwin]

great video, rip kobe you are one of the best!

[@DUKART]

The case of Nick Kyrgios is very interesting, because he's always the face of Nike Court, even when he's outside the TOP 40.

[@luisdavasconcellos2914]

Minoría (?)

[@chse13]

pls make a topic about figure skating!!!

[@zodix44]

what's that beat playing in the background? That's so dope sounding

[@vaibhavdhalla8081]

Make a video on Messi or Mbappe and their branding

[@tomsweetnam1228]

incredible video as usual!

[@nicko9365]

6:55 those are two pictures of Andre Agassi not John McEnroe lmao xD

[@amogelanglehabe639]

We need videos regularly 🙏

[@endritmuhadri2305]

At 6:59 min mark that's not John McEnroe both pictures are of Andre Agassi.

[@samutftvhbhgd4803]

What software do you use to edit your videos?

[@AthleticInterest]

Adobe CC 🎞.

[@DanyCesc83]

Her personality unlike Serena or similar types is more marketable for young people or those between 20-35 now and moving forward because of how society is shifting due to social media, pandemic, gaming among other social movements that we're accelerated by covid19. She is perfect and anyone like her to market on multiple platforms.

[@lameloballisadiffrentbreed2155]

But she's not on Ronaldo or LeBron's level 😹😹

[@theobuniel9643]

@@lameloballisadiffrentbreed2155 Of course not. CR7 and LBJ are both not only older, but also have their brands already established and are in the "household name" status. So don't compare them to Naomi, because she hasn't even hit her prime yet. She's slowly getting there.

[@davidchuy3949]

Does your patreon accept $DOGE?

[@radl3nt]

Lost a lot of money on it. Hopefully it bounces back to 0.07 USD atleast.

[@davidchuy3949]

@@radl3nt Sorry to hear that. Can't get to $1 soon enough. Pulled out half equity at .04. $Doge usually spikes, then crashes either the next day then levels out. Look forward to the next ride to the moon

[@radl3nt]

@@davidchuy3949 Hopefully it happens soon enough.

[@thelifegeek678]

Such a humble and down-to-earth athlete. Any company would be lucky to be endorsed by Naomi. :)

[@lameloballisadiffrentbreed2155]

😂😂😂😂 stop lying

[@alazjaw.8968]

@@lameloballisadiffrentbreed2155 who is lying?

[@IKEMENOsakaman]

I come from Osaka. The city of Osaka.

[@shabaanmarijani1650]

the best YT channel strikes again.. also buy and hold GME

[@philweyrich5898]

Could u make both videos on Sharapova and Williams as they paved the way for Osaka ?