2025 Athlete Perceptions Report

Who’s the Next Face of the League?

Who’s the next face of the league? We surveyed 500+ U.S. sports fans to find out. Today’s standouts aren’t just elite performers—they’re purpose-driven leaders who connect with fans beyond the game. From Mahomes to LeBron to rising stars like Shai Gilgeous-Alexander, this report reveals what fans value most: authenticity, community impact, and emotional resonance. Whether you’re a brand or a league, the future of fandom is personal.

Who’s rising, resonating, and redefining star power in 2025?

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In an era where fans crave more than stats, we set out to understand what really makes an athlete the “face” of a league. Is it championships? Charisma? Cultural connection? We dug into the values driving fan admiration—and the traits today’s top performers need to stand out.

We surveyed 500+ U.S. sports fans to find out. In this report, you’ll learn:

  • The athlete archetypes fans admire most—and why celebrity isn’t enough
  • What different generations want from their sports heroes
  • Which stars currently lead (Mahomes, LeBron, Ohtani)—and who’s next in line
  • How athlete-led engagement shapes league perception and brand relevance
  • What fans really want from sponsorships and endorsements
  • And more.