R&B star Rihanna has beaten out the likes of Angelina Jolie and basketball phenomenon Stephen Curry to be named the world's most marketable celebrity.

According to new data from The NPD Group, the "Umbrella" singer, 27, leads the way when it comes to endorsement opportunities, reported Contactmusic.

The star, who has worked on branding with companies including Jeep, Puma and Samsung, landed an index score of 367, which is "almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity".