CRISTIANO RONALDO plummeted from 1st to 27th in a list of the world's most-marketable athletes.
The 38-year-old pipped the likes of Serena Williams, LeBron James, Lewis Hamilton and Lionel Messi in last year's rankings.
But CR7 has tumbled down the list made by SportsPro and NorthStar Solutions Group.
They have crunched the numbers based on brand strength, total addressable market and economics.
And Ronaldo now finds himself behind several other footballers, such as Kylian Mbappe, Robert Lewandowski, Harry Kane, Alphonso Davies and Bukayo Saka.
The Al-Nassr striker also trails many women's players like Alex Morgan, Megan Rapinoe, Lucy Bronze, Leah Williamson, Beth Mead and Alexia Putellas.
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It's not just been bad for Ronaldo, with cricketer Virat Kohli suffering a huge fall from seventh to outside the top 50.
Following World Cup victory and his transfer to Inter Miami, Messi ranks as the most-marketable sports star on the planet with a score of 94.81 out of 100.
Basketball heroes James and Giannis Antetokounmpo place second and fourth respectively.
USA players Morgan comes third and Rapinoe is fifth.
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In sixth is American skier and two-time Olympic gold medallist Mikaela Shiffrin.
Hamilton is ranked seventh narrowly ahead of Formula One rival Max Verstappen, who completes the top ten.
Gymnast Simone Biles is eighth and Mbappe is ninth.
Footballers dominate the top 50 with Neymar, Luis Suarez, Erling Haaland, Thiago Silva, Son Heung-min, Mo Salah, Marcus Rashford all making the cut.
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