Marketing expert Andrew Condon on Barty effect: "She’s on the cusp of becoming Australia’s most marketable person"

Ashleigh Barty's profile has sky rocketed in recent years after ascending to the top of the sport but what about in Australia after winning on home soil.

Barty winning the Australian Open has ascended her to being the country's most marketable athlete and according to a marketing expert, Andrew Condon - potentially the most marketable person.

Currently behind Chris Hemsworth and Hugh Jackman, Condon believes she has brought herself into that sphere.

“It sounds strange, but the challenge for Ash was her awareness. She has similar likeability to Roger Federer, Chris Hemsworth, Hugh Jackman. But until Saturday, I don’t think her awareness was as high, and she probably wasn’t as salient as those other individuals,” Condon told the Herald and The Age.

“There’s no doubt that becoming the first Australian to win the Australian Open in 44 years will change how many Australians are aware of her, and the way she went about it will also increase her likeability.

“There’s no doubt she’s Australia’s most marketable athlete.

“You’d probably go as far as saying she’s on the cusp of becoming Australia’s most marketable person.

“Before the Open, her awareness was at 76 per cent - Roger Federer’s was at 85 per cent.

“Hugh Jackman and Chris Hemsworth have awareness of 90 per cent. She will be thrust into that stratosphere and from a marketability perspective, that’s significant, and testament to her on-court performances.”

“Saturday’s result and the trajectory she’s on, plus the work she’s doing off court with other brands, from a marketing perspective, she’s going to go past Roger (Federer), in terms of our athlete asset power score,” Condon added.

“She’s only 10 per cent behind Roger now from an awareness point of view. I have no doubt she’s the most marketable athlete in this country. The narrative now needs to be - is she Australia’s most marketable person?”