Brands often scout for sports ambassadors that imbue traits worthy of association through partnership, but recent research from Exposure has found that active athletes will not always provide the best bang for their buck.
The sports and culture agency has released the findings of its most influential Brits in sport measuring performance across more than a thousand metrics best categorized into online, offline and brand strength groups.
Topping the list is Leicester City footballer Jamie Vardy, followed by Welsh Rugby Union star Sam Warburton and swimmer Adam Peaty.
Three of the top five performers are in rugby with player Owen Farrell and presenter Gareth Thomas making up the top five.
Following is Olympian diver Tom Daley, retired Olympian and presenter Jess Ennis, footballer Marcus Rashford, Dame Katherine Grainger, the chair of UK Sport and Match of the Day host and former Leicester striker Gary Lineker.
Just outside the top ten is a cluster of new media types, solely the Copa 90 YouTube brand, influencer Joe Wickes and Spencer FC.