Since 2010, there has always been a female representative on Forbes’ top 100 highest-paid athletes. After 8 years, it seems we are going backwards.
Tennis legend Serena Williams used to make it but her inactivity due to pregnancy has left her aside the list, even though making a considerable amount of $18M only from sponsors in 2018.
Forbes’ list of The World’s Highest-Paid Athletes looks at both athletes’ salaries and earnings from their performance and endorsements from brands.
If we have a look at women’s football, I believe we are about to experience a substantial shift. Starting with top clubs and athletes, as there will be massive benefits for the “early sponsors”:
- Stronger media impact
- Current sponsors loyalty
- Interest from potential sponsors
- Brand awareness and positioning
- Sympathy from women’s football community
But, what kind of brands? Well, these are the top sectors with the strongest presence in the following countries:
- United States: Health, Technology, Apparel
- Japan: Food, Travel, Media
- England: Airlines, Drinks, Construction
- Germany: Health, Motor, Insurance
- France: Food, Public, Finance
- Australia: Airlines, Education, Health
In order to understand approach, metrics and audience that women’s football can bring for sponsors, I highly recommend the following article Why brands must rethink their approach to women’s sports sponsorship.
Step by step, we are making it.
Photo credit: MarketingWeek