He lost his unbeaten record and still nobody sells more: Topuria beats Anthony Joshua and all of MMA among the world's most marketable athletes
The Spanish-Georgian is the only combat sports athlete among the planet's 50 most marketable in 2026, according to SportsPro. Ahead of Chimaev, Volkanovski, Holloway… and boxer Anthony Joshua.
By Equipo La Jaula Props · · 1 min read
Photos: Administración del Presidente de Georgia, CC BY 4.0 · MMAnytt, CC BY 3.0 (via Wikimedia Commons, cropped)
Ilia Topuria lost his unbeaten record and his belt in June, but he's still the most marketable fighter on the planet. SportsPro ranked him No. 41 on its list of the 50 most marketable athletes of 2026, and he's the only combat sports athlete in the entire ranking.
Ahead of the big names
- No other MMA fighter or boxer makes the top 50: Topuria ranks ahead of Khamzat Chimaev, Alexander Volkanovski, Max Holloway and British boxer Anthony Joshua.
- It's his first appearance on the list, now in its 17th edition.
- His marketability score is 61.11 out of 100, according to Bloody Elbow.
- No. 1 is tennis star Aryna Sabalenka. Spain has four athletes in the top 50, led by Carlos Alcaraz (No. 5).
How it's calculated
SportsPro analyzed more than 1,200 athletes from 70 sports with a 100-point index measuring brand equity, momentum and commercial trajectory. The period covers July 1, 2025 to June 30, 2026: it includes his appearance at the White House event, but barely reflects the impact of his loss.
The loss that didn't kill his pull
On June 14, 2026, at UFC Freedom 250, Topuria lost the lightweight title to Justin Gaethje: his corner stopped the fight at the end of round four. It was the first loss of his career, which now stands at 17-1.
When does he fight again?
He has no fight announced. The name most mentioned is Paddy Pimblett: Jorge Masvidal said Topuria vs. Pimblett is "the biggest fight" the UFC can make. Meanwhile, Gaethje has Arman Tsarukyan and Alexander Volkanovski calling him out.
Frequently asked questions
Where does Topuria rank among the most marketable athletes?
No. 41 on SportsPro's list of the 50 most marketable athletes of 2026. He's the only combat sports athlete in the top 50.
Is Topuria ahead of Anthony Joshua?
Yes. No boxer or other MMA fighter makes the top 50, so Topuria ranks ahead of Joshua, Chimaev, Volkanovski and Holloway.
Who is the most marketable athlete of 2026?
Tennis star Aryna Sabalenka, No. 1 on SportsPro's list.
Who did Topuria lose to?
Justin Gaethje, on June 14, 2026 at UFC Freedom 250. His corner stopped the fight at the end of round four and he lost the lightweight title.
When does Topuria fight again?
He has no fight announced. The most talked-about opponent is Paddy Pimblett.
What is Topuria's record?
17 wins and 1 loss.
