Islam rises as Russia’s second-most valuable athlete brand
UFC champion Islam Makhachev has become Russia’s second-most valuable athlete brand, trailing only hockey star Alexander Ovechkin
MOSCOW (MNTV) — UFC champion Islam Makhachev has become Russia’s second-most valuable athlete brand, trailing only hockey star Alexander Ovechkin, according to a Forbes ranking measuring social media reach, media visibility and commercial appeal.
The list covers only active athletes competing in officially recognized sports. Other Dagestani mixed martial artists also made the ranking, including Artur Beterbiev, Sharabutdin Magomedov, Magomed Ankalaev and Umar Nurmagomedov.
Khabib Nurmagomedov, who amassed more than 40 million social media followers before retiring, would likely have topped the list.
Makhachev, who recently became the first Russian fighter to hold titles in two UFC weight classes, maintains a combined social media following of 13 million. Last week, he captured the welterweight title after defeating Australia’s Jack Della Maddalena in New York. He previously held the lightweight belt, which he defended four times before vacating it to move up in weight.
The ranking highlights how high-profile athletes translate sporting success into commercial influence. Makhachev is an ambassador for several sports and commercial brands and holds strong prestige in Dagestan, where a street and sports school bear his name. He has also donated championship memorabilia to local institutions.
Dagestani sports journalist Gadzhimurad Ziyautdinov said athlete brands extend beyond sponsorship revenue. “Following the success of Russia’s first UFC champion, Khabib Nurmagomedov, thousands of young men signed up for mixed martial arts classes not only in Dagestan but across Russia,” he said.
Experts say strong athlete brands help promote regional identity and tourism. The global popularity of Dagestani fighters has boosted interest in the republic, including the rise of “Khabib-style” papakhas that now support local businesses.
“Media exposure helps attract sponsors, builds audience trust, and creates growth opportunities,” PR producer Kristina Parfenova said. “Athletes can use their brand power to launch businesses, schools, or other projects that thrive on public admiration.”
Makhachev’s rise illustrates the growing intersection of sporting success, commercial value and regional pride in Russia’s evolving sports landscape.
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