Tennis star Ash Barty might have retired last year, but her popularity and commercial appeal in Australia is at an all-time high - ranking ahead of stars like Roger Federer, Rafael Nadal and even Hollywood superstar Hugh Jackman.
The humble 26-year-old grand slam champion recently came in at No. 1 in a measurement of the marketability of athletes and other stars in Australia, outperforming some of the biggest names in the business.
The Gemba Group tracks the 'likeability' and 'awareness' of athletes within the Australian public and determines their 'star power', ranking them accordingly.
On the most recent findings, Barty came in above Federer and Nadal - with tennis player and Australian of the Year Dylan Alcott in fourth spot.
Cricketers Pat Cummins and Steve Smith also feature in the top 10, but Nick Kyrgios doesn't make the cut.
Even compared to non-sporting talent, Barty remains in top spot, edging out Hugh Jackman and musician Ed Sheeran.
The Aussie golden girl is still very hot property for sponsors, with her current ones including telecommunications giant Optus, UKG, Marriott, RADO, Qantas, Vegemite and AIA.
Despite not playing anymore, Barty is also still supported by tennis equipment sponsors FILA and Head.
Last month Barty won with The Don Award - considered the highest honour in Australian sport - for her on-court heroics and off-court humility, becoming just the third athlete to take the gong for a second time.
Also in December, Barty picked up Australian tennis's highest honour, the Newcombe Medal, for a record fifth year in a row.
Interestingly, Barty was also the most googled Australian figure in 2022, even nudging out Prime Minister Anthony Albanese.
The former world No.1 has rejected all suggestions that she might return to professional sport in the future and unlike a lot of former professional athletes, Barty has absolutely no regrets about her decision to retire.
'To be honest, I think what has surprised me most is how comfortable I've been,' she told the New York Times earlier this month.
'I think there was probably a normal fear or uncertainty in not knowing what my life would look like after tennis after being so focused.'
1. Ash Barty
2. Roger Federer
3. Rafael Nadal
4. Dylan Alcott
5. Pat Cummins
6. Stephanie Gilmore
7. Steve Smith
8. Daniel Ricciardo
9. Tim Cahill
10. Ellyse Perry
While Barty has not been active on the tennis tour, it has been a busy year for the former tennis star.
She married longtime partner Garry Kissick, released her memoir My Dream Time and also launched her Little Ash range of children's books with Jasmin McGaughey and Jade Goodwin.
Barty will stay involved with tennis by starting up an elite academy in Australia with Jason Stoltenberg and Craig Tizzer, and says she's interested in mentoring but not coaching junior players.
