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: FoodTravelMedia
  • England: Airlines, Drinks, Construction
  • Germany: Health, Motor, Insurance
  • France: FoodPublicFinance
  • 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

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