Women’s football is often associated with equality debates, lack of media attention and scarce resources from clubs and federations. Players like Marta have managed to turn the absence of media appearances into a source of audience.
Recently incorporated to the American club Orlando Pride, Marta Vieira da Silva, five times winner of the FIFA Women’s Player of the Year, entails one of the most authentic stories of humility and self-improvement. According to DBI celebrities index, a tool that quantifies and qualifies population’s perception about celebrities, Marta was the most marketable female athlete in 2015, scoring 90.21.
With a 1 million followers audience in social media platforms and considered the best ever female soccer player in history, the Brazilian describes the inequality among men and women’s salaries as a war. Precisely, in Marta’s case, her total annual income equals two weeks of the highest male footballer. Partnering brands such as Puma and Coca-Cola complete the salary of the player, who is also a global ambassador for the United Nations, involved in promoting development and awareness for women-related causes.
What can we learn from Marta’s story?
- Women’s football represent a unique opportunity for associating brands with values as effort and sacrifice
- The attraction generated by this type of stories goes beyond clubs or sports, awakening interest in many other areas
- Building a sponsorship on these values leads to lower brand reputation risks, in comparison to other sports or athletes
Will the brands be able to turn the scarce female players media impact into engaging stories?