Celebrity culture has taken over the side hustle industry, with many of the world’s better-known brands owned and run by your favorite famous faces. But which celebrity- and athlete-owned companies are the most popular among consumers?

Comparing Google search, average cost and social media data, we’ve been able to rank and reveal the most prominent and popular celebrity brands, across all industries. Read on to discover the best celebrity brands and where your favorites place.

The Top 23 Athlete-Owned Brands

Taking top spot as the most popular athlete-owned brand, we have Cristiano Ronaldo’s iconic CR7. His clothing and accessories company recorded an impressive 2.3 million searches on Google over the last 12 months and was tagged in over 6 million social media posts across all platforms, with a positive sentiment score of 26.7%. Interestingly, the five-time Ballon d’Or winner is the first of four former or current soccer stars to feature in the top ten.

Next up, tennis ace Maria Sharapova’s beauty brand Supergoop saw 2.11 million Google searches, ahead of Neymar Jr’s NJR (1.4 million) and Dwayne Johnson’s Teremana Tequila (1.36 million). The Rock’s tequila company also has a strong social media presence with 650,000 tagged posts, with a positive sentiment rating of 32.7% - behind only Supergoop (34.2%), LH44 (34.2%), and Elway’s Steakhouses (33.3%) - largely thanks to the actor regularly marketing the product to his 381 million Instagram followers.

With over a million Google searches in the last year, former soccer star David Beckham’s Haig Club also ranks among the most popular athlete-owned brands – though, the whiskey is only featured in 15,144 social media posts and has a lowly sentiment score of 15.7% - followed by fellow whiskey whiz Conor McGregor and Proper 12 (694,080).

In the same period, decorated Olympian Michael Phelps’ clothing brand MP saw over half a million Google searches, trailed by NFL legend Tom Brady’s TB12 (360,360) and Lionel Messi’s Messi Brand (349,800). Tom Brady’s fitness and wellness line was also tagged in over 122,000 social media posts, though the brand only receives a sentiment score of 18.6%.

Next up, Indian cricketer Virat Kohli’s clothing brand Wrogn reported 113,460 Google searches over the last year, more than tennis legends Venus Williams’ EleVen (85,560), Roger Federer’s RF by Uniqlo (75,960), and Andy Roddick’s Sweetens Cove Bourbon (75,480) – a brand he co-runs with Peyton Manning.

Meanwhile, Lewis Hamilton’s clothing company LH44 was the subject of almost 70,000 Google searches in the last year, followed by Serena Williams’ S for Serena (66,360), the iconic George Foreman Grill (48,080), and Arnold Schwarzenegger and LeBron James’ joint-owned supplement brand Ladder (41,760). Incidentally, Serena’s clothing brand recorded almost twice as many social media posts (132,065) as Google searches in the period.

Rounding out the 20 most popular athlete-owned brands, we have Steve Weatherford’s Weatherford Fit (31,440), Tony Hawk’s Hawk Clothing (30,600), and LeBron James’ 1707 Tequila (26,520).

The Most Popular Celebrity-Owned Brands

Turning our focus to non-sporting celebrities, Kanye West takes top spot with an incredible 33.67 million Google searches for his apparel brand Yeezy in the last year alone. In the same period, Yeezy was also tagged in an astonishing 1.9 million posts across all social media platforms. The brand recorded a relatively disappointing positive sentiment score of just 12.1%.

Next up, Kim Kardashian’s Skims is also among the most successful celebrity brands, with 33.23 million Google searches and over a million social media posts – with a sentiment score of 19.2% - followed by Kate Hudson’s Fabletics (14.9 million). Meanwhile, Rihanna’s Fenty Beauty (8.26 million) is sandwiched between Selena Gomez’s Rare Beauty (12.39 million) and Hailey Bieber’s Rhode (7.12 million).

Curiously, Rare saw 5 million more Google searches than Rhode – though, Rhode has a stronger social media presence with 700,000 more tagged posts across all platforms. When it comes to social media sentiment, however, Selena’s Rare far-outperforms Hailey’s Rhode (34.7% vs 12.7%).

Perhaps surprisingly, neither Kylie Cosmetics (3.7 million) nor Kendall Jenner’s 818 Tequila (1.71 million) feature in the top ten, while Jake Paul and KSI’s PRIME energy drink (3.07 million), Beyonce’s Ivy Park (1.34 million), Ryan Reynolds’ Aviation Gin (1.16 million), and Jessica Alba’s The Honest Company (363,240) also miss out.

Celebrity culture is engrained in everyday life, so it makes sense that some of our brands are co-owned or run by our favorite athletes, film stars, and artists. If you’re looking for even more interesting insight like this, check out the latest over on the Betway blog. 

Methodology

To determine the most popular celebrity brands, we created an initial list of celebrity and athlete-owned brands/products, which we split out into celebrity brands, athlete-owned brands, and celebrity alcohol brands.

For each, we analyzed the number of Google searches, tagged social media posts, and social sentiment score for the past 12 months. For the alcohol brands, we sourced the average cost and correlated that with their ratings on critic sites Winesearchers.com, Vivino.com (for wine) and Distiller.com (for liquor).

• Google searches: Google Keyword Planner
• Positive sentiment score: Linkfluence
• Wine Prices + Critics: Vivino.com
• Liquor Prices + Critics: Distiller.com
• Alcohol prices: winesearcher.com

To calculate the price point of items the average cost of the athlete-owned products was sourced based on the average market value.

The positive sentiment score for all brands/products was also sourced using Linkfluence (a social media monitoring tool) for the past 12 months.

Please note that this list may not be exhaustive, and the ownership status of these brands may vary over time. All data is correct as of 05/24/23.

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