Female Athlete Power

Riding the crest of women’s pro sports, some female players are becoming more recognizable names than many of their male counterparts. On Instagram, Angel Reese, Caitlin Clark, and Paige Bueckers each have 5M, 3.6M, and 2.8M followers, respectively. But their footprint is not solely digital; these athletes draw crowds and inspire the public, including the boys. According to research by Deloitte’s Women in Sport, 41 percent of boys were inspired by women Olympians and successful women athletes, showcasing the impact of female role models in engaging both young boys and girls with a passion for sport.

Jerry Solomon, professional sports agent and Executive Producer and founder of the SI Women’s Games is committed to women’s sports.”The SI Women’s Games, is a new all women’s all-star event that is specifically designed to give female athletes a platform for both their athletic prowess and cultural impact, With powerhouse media companies Sports illustrated and Ion Television behind it, the hope is that it will become mainstay on the global sports calendar shining a light on women in sports and culture for years to come,” he explains.

Professional female athletes can directly translate into a prime opportunity for brands. Endorsements and partnerships raise awareness, revenue, and recognition that is invaluable. It also gives brands a competitive advantage. Women’s sport sponsorship is growing 50 percent faster than men’s major leagues, and is exceeding return on investment expectations. 86 percent of sponsors in a recent survey said their investment in women’s sports met or exceeded expectations, with one-third reporting their activations delivered better than expected results. Previously, most deals for clothing and apparel companies were saved for the likes of Nike, Adidas, Puma, etc., but the value of endorsements off the playing fields is a growing business. The brands the athletes wear off the field or court are just as influential as what they wear while they compete.

Solomon adds, “As an agent and producer, I look for companies that share a common desire to affiliate themselves with the power of women in sports and culture and that wish to help create an atmosphere that fosters continued growth and support for all the positive things they represent.” 

The Power of Influence

Women’s sports have an influence beyond the playing fields. Solomon says, “Historically, female athletes have played a big role in popular culture through their influence on everything from hairstyles to politics. There are many examples from Suzanne Lenglen in tennis and Dorothy Hamel in figure skating to Florence Griffith Joyner in track & field to, of course, Billie Jean King in gender equality. That influence continues today in various ways, as evidenced by the impact of Serena Williams, Megan Rapinoe, Ilona Maher and many others. Sports provide these cultural innovators a platform to speak to the world.”

Consumers continue to have increasingly strong parasocial relationships with the public figures they admire. Following them on social media provides insights that they wouldn’t normally find on sports broadcasts. They want to understand who they are on a much more personal level with storytelling about how and where they grew up, their professional dreams and aspirations, and personal experiences with victory and defeat.

That fandom can quickly turn into dollars, but not just for a collectible jersey, sneakers, or team swag. Smart brands have figured out that dressing and styling athletes off the field can attract new customers and strengthen a brand with the halo effect of a respected, high-performance pro. These partnerships also set up valuable social media moments and promotional opportunities for more personal storytelling.

• Coach recently became the official handbag of the WNBA, and Paige Bueckers was one of the few selected to be highlighted in a campaign about her professional journey.
• Partnerships can create a mutually beneficial flywheel. After Chinese tennis star Zheng Qinwen became the first athlete (male or female) to grace the cover of Vogue China last year, she was named a Dior brand ambassador.
• Coco Gauff dutifully wore her Rolex Oyster Perpetual “Red Grape” after winning the Roland Garros French Open tournament. Rolex is no stranger to professional sports as a sponsor of motorsports, sailing, golf and equestrian events.
• NBA star Russell Westbrook is the founder of streetwear brand Honor the Gift, and there was plenty of buzz when he styled the outfit for WNBA prospect Georgia Amoore for her draft day. That conversation continued once she became the #8 overall pick.
• While not a contractual partnership, Caitlin Clark is a known fan of Prada and has been styled by them several times.
• Tiffany has a long-term affiliation with the USTA and hosts an immersive pop-up at the tournament each year, featuring their trophies along with other exclusive luxury items inspired by the sport.
• Ayan Broomfield is the face of the Veronica Beard collaboration with Head Sportswear for their limited-edition capsule.
• The professional Women’s Hockey League and Mattel extended their partnership that started last year, and now you can purchase a PWHL Barbie. Buy one for yourself, one for your child, and one to pack away in the attic and sell as a collector’s item in 20 years.
• NFL Players will be wearing Abercrombie & Fitch this fall; the retailer signed a multiyear deal with the league, deepening their existing partnership. This includes campaigns featuring NFL players like Amon Ra St. Brown, CeeDee Lamb, and Tee Higgins.
• The NFL also announced a partnership with luxury watch brand Breitling and will now be the official timepiece of the league moving forward.
• American Eagle just debuted their collection with Travis Kelce’s Tru Kolors brand, marking a timely launch with his recent engagement to global popstar Taylor Swift.
• Ralph Lauren continues their dominance of sports collaborations with an ongoing, highly visible presence at the Olympics, golf and tennis.

Behind the Scenes

To take the value of female athlete partnerships a step further, there are PR and Lifestyle agencies specializing in helping pair female athletes with brands. AP Talent Agency is specifically matching the women it represents with the best fashion companies and other opportunities. CAA, UTA, and WME, the top three talent agencies, also now have full-fledged fashion divisions that sign models, creative directors, content creators, and other high-profile people within the industry. If an athlete also has an agent working at one of these agencies, it’s easy to see how a brand partnership can quickly blossom. François-Henri Pinault, the billionaire owner of Kering, purchased a majority stake in CAA in 2023 for nearly $7B. This pushes fashion even further to the forefront of the sports industry. The mere fact that this deal closed is further proof that this intersection is a profitable collab into the future.

Playbook for Brands

For brands that want to go down this route, be forewarned that this should not be a minor tactic deeply nested within a larger marketing strategy. Partnering with athletes requires commitment. It takes due diligence to understand their lifestyles, measure whether an athlete’s audience has significant overlap with a brand’s target persona, and the skill to think like an agent, not a marketer. Ensuring an authentic brand alignment makes it credible for the athletes and their fans. For the brands that do this correctly, expect to see lifts among your most critical KPIs through the entire marketing funnel and be widely discussed by the press and fans alike.