Fernando Alonso has been named as Formula 1's most marketable driver, according to a survey by analysts Repucom.

The German company said the two-time world champion has gained the top spot due to his unbeaten domestic perception in his native Spain.

According to Repucom, Alonso notched up a 98 percent score on how recognisable the F1 star is, as well as 88 percent of all people surveyed seeing the McLaren driver as an effective brand endorser, while 83 percent said they'd trust him.

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Alonso's former team-mate at Ferrari, Felipe Massa, came second on the list, with four-time world champion Sebastian Vettel third and reigning champion Lewis Hamilton fourth.

Repucom explained Hamilton has moved ahead of fellow British driver Jenson Button, with his recognition growing to 93 percent in the United Kingdom.