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Bianca Bustamante during the "Race to Inspire" fan meet in the Philippines on August 10, 2024. Handout/CBR Media

Bianca Bustamante during the "Race to Inspire" fan meet in the Philippines on August 10, 2024.

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Bianca Bustamante

Nina Angela Mikaela Cruz

ABS-CBN News

<div dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1731252278573unnamed (6).jpg" style="width:960px" class="fr-fic fr-dib"/>Bianca Bustamante during the &quot;Race to Inspire&quot; fan meet in the Philippines on August 10, 2024. Handout/CBR Media</div>MANILA -- Filipina formula driver Bianca Bustamante ranked 64th on the list of the top 150 Most Marketable Athletes in the world this year released by SportsPro Media and NorthStar Solutions Group. Among her fellow motorsports drivers on the list, Bustamante was 8th highest-ranked, surpassing NASCAR driver Toni Breidinger (91st), Formula 2 driver Oliver Bearman (101st), and MotoGP rider Marc Marquez (117th). Higher on the list were Formula 1 drivers Lewis Hamilton (11th), Max Verstappen (31st), Charles Leclerc (33rd), Lando Norris (37th), Oscar Piastri (46th), Carlos Sainz (58th), and George Russell (63rd). She is the lone Filipino among the 150 athletes. &quot;Being amongst such iconic names is surreal and humbling. When I started racing as a young kid, I only hoped to be able to drive in formula cars one day. It didn&#x27;t seem to be a reality because of the funds needed to compete, but we worked relentlessly trying to develop my driving, and build a name and place in motorsport. I just couldn&#x27;t take no for an answer,&quot; she said in a social media post.<div>-- What does being ‘marketable&#x27; mean? --</div>SportsPro and NorthStar Solutions Group&#x27;s methodology consisted of qualitative research integrated with quantitative marketability measurements, with applied &quot;comprehensive mathematical and statistical formulas from multiple data sources&quot; to derive the final rankings based on the athlete&#x27;s &quot;total marketability score.&quot;This total marketability score, according to the proponents, is split into three scoring components: brand strength, total addressable market, and economics. Brand strength, with a maximum score of 35, represents the athlete&#x27;s authenticity, risk and reputation, in-sport performance, presentation, momentum, and their purpose, mission, and values. Meanwhile, the total addressable market takes into consideration the athlete&#x27;s overall reach, attention growth, social sentiment, audience engagement, and sponsor, sport, and team awareness. It also has a maximum score of 35. Lastly, the economics, with 30 as its maximum score, looks at the individual&#x27;s market value and estimated worth, public support for environmental causes, and how the athlete generates social and community benefits through actions, influence, and engagement. Bustamante tallied 14.97 for brand strength, 15.89 for total addressable market, and 24.28 for economics, for a total of 55.14 marketability score. <div dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:0pt"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1731252082105bianca64th.jpg" style="width:910px" class="fr-fic fr-dib"/>Bianca Bustamante ranks 64th in SportsPro Media and NorthStar Solutions Group&#x27;s top 150 Most Marketable Athletes in the world. Screengrab from SportsPro Media and NorthStar Solutions Group</div>&quot;I always laugh when people say that I&#x27;m quite marketable, because I guess being 19 I don&#x27;t really have a clear picture of that yet,&quot; she said in an interview with Blackbook Motorsport. &quot;I&#x27;ve never seen myself in that way, I&#x27;ve always just tried to use social media to share my journey with everyone else…I&#x27;m just a kid having fun loving what I&#x27;m doing,&quot; she added. The Laguna province native has over three million followers across Instagram, X (formerly Twitter), TikTok, and Facebook. This number spread over 20 different countries makes her the most followed female junior driver and 24th overall in social media engagement among the top 150 athletes. Her content often offers a glimpse into her training and experience as a motorsport athlete, as well as a behind-the-scenes peek into her modeling career and personal life. At 19, Bustamante was also this year&#x27;s second-most marketable teenager on the list. Among the brands she represents are McLaren Racing, Google Chrome and Google Pixel, Cisco, Logitech G, EA Sports, Lance East Exotics, Bell Helmets, and Quadrant. She also endorses Pirelli, Sephora, Charlotte Tilbury, Marsatta Chocolate, Qatar Airways, GoTyme Bank, Bein Sports Asia, Upper Deck, and Alpinestars.<div>-- Where&#x27;s the next pit stop? --</div>Recently, she participated in the final rounds of Euro 4 Championship and the Italian F4 Championship in October. <div><a class="fr-green fr-strong" href="https://news.abs-cbn.com/sports/2024/10/3/bianca-bustamante-to-compete-in-euro-4-italian-f4-championships-2048">READ: Bianca Bustamante to compete in Euro 4, Italian F4 championships</a></div>She also drove for the NEOM McLaren FE in the first-ever Formula E women&#x27;s test alongside Ella Lloyd in November. At present, Bustamante dons the papaya colors in her suit and livery as a McLaren Development driver in F1 Academy with the ART Grand Prix team. The last two rounds will take place in the first two weekends of December in Qatar and Abu Dhabi, respectively. She currently ranks 7th with 57 points. <div><a class="fr-green fr-strong" href="https://news.abs-cbn.com/sports/2024/5/5/bianca-bustamante-clinches-her-first-podium-in-f1-academy-2024-in-miami-347">READ: Bianca Bustamante clinches her first podium in F1 Academy 2024 in Miami</a></div>This will be her last year with the all-female series due to the two-year limit. While she has yet to announce where she will be competing next, she hinted at &quot;moving up&quot; in a Blackbook Motorsport interview. &quot;It&#x27;s going to be my last year…so I&#x27;ll be moving up next year. I&#x27;m excited to see where my next challenges are but all in good time,&quot; she was quoted as saying. <div></div>

Filipina formula driver Bianca Bustamante ranked 64th on the list of the top 150 Most Marketable Athletes in the world this year released by SportsPro Media and NorthStar Solutions Group.

Filipina formula driver Bianca Bustamante ranked 64th on the list of the top 150 Most Marketable Athletes in the world this year released by SportsPro Media and NorthStar Solutions Group.

Bianca Bustamante makes her mark as only Filipino in list of ‘most marketable athletes’ in 2024

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Bianca Bustamante makes her mark as only Filipino in list of ‘most marketable athletes’ in 2024

Nina Angela Mikaela Cruz,

ABS-CBN News

Published Nov 11, 2024 07:00 AM PHT

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Bianca Bustamante

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