An issue that has been persistent for decades is women athletes being underrepresented and undervalued in commercial relationships, despite their amazing accomplishments and expanding fan bases. But things are changing, and the effect is significant. From basketball courts to cricket fields, female athletes are not only taking part in but also spearheading commercial partnerships by contributing new viewpoints, a varied audience, and unmatched genuineness.
In this comprehensive article, we'll look at the ways in which female athletes are transforming brand collaborations, analysing the financial ramifications, presenting innovative case studies, and predicting the direction of sports marketing. Let’s dive in!
Women Athletes at the Forefront of Brand Partnerships
The rise of women athletes in brand partnerships is not just a trend—it's a transformative movement backed by compelling data. According to a report by Nielsen Sports, 84% of sports fans are interested in women's sports, with 51% of those being male fans. This growing interest translates directly into increased brand engagement and partnership opportunities.
Two recent collaborations highlight this shift:
Puma India's partnership with women cricketers:
In a groundbreaking move, Puma India signed multi-year deals with women's cricket stars Harmanpreet Kaur and Deepti Sharma. This strategic expansion of their cricket portfolio built on their earlier landmark signing of Virat Kohli, then the Indian men's captain and one of cricket's biggest global icons. The brand cleverly leveraged Kohli's star power while breaking new ground in women's cricket.
Their unveiling of Harmanpreet was particularly innovative - they ran an intriguing social media campaign centred around "the Indian captain," playing on audiences' assumptions before revealing it was Harmanpreet, who captained the women's team. This partnership not only elevated the visibility of women's cricket but also tapped into a growing fan base. Additionally, this collaboration resulted in an increase in engagement rates for Puma's cricket-related content on social media platforms.
QUA Clothing's alliance with female athletes:
QUA, an emerging activewear brand, partnered with a diverse group of women athletes across various sports. These partnerships have had a great impact on both brand perception and athlete empowerment.
Brands associating with women athletes are increasingly seen as progressive and inclusive, with 76% of consumers viewing such brands more favorably, according to a study by The Women's Sports Foundation.
The growth in women's sports viewership further fuels this trend. A report by Deloitte predicts that women's sports could generate more than $1 billion in revenue by 2025, marking a significant milestone in the industry. This surge in viewership directly correlates with increased brand interest, as companies recognize the unique value proposition of partnering with women athletes.
The Economic Powerhouse: Female Athlete Partnerships
The financial benefits of brand partnerships with women athletes are becoming increasingly clear, creating a win-win scenario for both parties involved. Let's take a closer look at the economic impacts:
Return on Investment (ROI) for Brands
Brands investing in women's sports sponsorships are seeing impressive returns. According to a study by The Nielsen Company, brands associated with women's sports experienced:
24% higher brand awareness
18% increase in purchase intent
16% boost in brand loyalty among consumers
These numbers translate into tangible financial gains. For instance, Visa's sponsorship of the FIFA Women's World Cup 2019 resulted in a significant increase in brand preference and an overall rise in transaction volume in the markets where the campaign was most active.
Rise in Financial Benefits for Women Athletes
For women athletes, these partnerships represent more than just endorsement deals; they are pathways to financial stability and career longevity. The Women's Sports Foundation reports that top female athletes can now command seven-figure sponsorship deals, a significant increase from just a few years ago.
Long-term Value Creation
Brands aligning with women athletes are not just seeing short-term gains; they're building long-term value. A report by McKinsey & Company suggests that companies prioritizing gender diversity are 25% more likely to outperform their competitors financially. This extends to sports partnerships, where brands associating with women athletes are positioning themselves for sustained growth and relevance.
The economic impact of these partnerships goes beyond immediate financial returns. They're reshaping market dynamics, opening new revenue streams, and creating a more inclusive sports economy that benefits athletes, brands, and consumers alike.
Game Changers: Case Studies of Leading Women Athletes
Sports marketing is being redefined by women athletes who are not just excelling in their respective fields but also creating powerful brand narratives. Let's explore some notable partnerships that are setting new benchmarks in the industry.
Smriti Mandhana x Nike:
Indian cricket sensation Smriti Mandhana's partnership with Nike has been revolutionary. This collaboration goes beyond traditional endorsement:
Launched a signature line of cricket gear, a first for an Indian woman cricketer
Resulted in an increase in Nike's cricket equipment sales in India
Spearheaded the #CricketIsntJustForBoys campaign, driving a significant increase in girls' participation in cricket at the grassroots level
Ellyse Perry x Adidas:
Australian all-rounder Ellyse Perry's partnership with Adidas has been equally impactful:
Introduced a range of cricket shoes designed specifically for women
Saw an uptick in Adidas' market share in women's cricket gear
The collaboration's social media campaign reached over 50 million viewers, significantly boosting both Perry's and Adidas' brand value
Renuka Singh Thakur x Adidas
Renuka Singh Thakur has emerged as one of the most promising talents in women's cricket, making significant strides both on and off the field. In 2023, Renuka joined the Adidas family, marking a significant milestone in her career and for women's cricket in India
The partnership aims to inspire young girls to take up sports and chase their dreams. Through this collaboration, Renuka has become a role model for aspiring female cricketers, particularly those from small towns and rural areas. The campaign also contributes to the growing popularity and recognition of women's cricket in India and globally
Sania Mirza - Insurance Innovation
Former doubles World No.1 tennis player Sania Mirza made headlines by becoming the first customer of Max Bupa's GoActive health insurance plan. Her endorsement strategically aligned with the growing awareness of health insurance in India, particularly resonating with young professionals and sports enthusiasts. The partnership showcased how athletes can effectively promote financial planning and healthcare security products.
Mirabai Chanu - Breaking Barriers with Adidas
Olympic medalist Mirabai Chanu fronted Adidas's groundbreaking 'Stay In Play' campaign, addressing a crucial issue in women's sports - period leakage concerns causing teenage girls to abandon athletics. The campaign demonstrated how athlete endorsements can tackle sensitive social issues while promoting innovative products. This partnership exemplified how brands can combine product innovation with social impact through authentic athlete representation.
PV Sindhu - Bridgestone's Strategic Partnership
World Championship Silver medalist PV Sindhu's appointment as Bridgestone India's first woman brand ambassador represented a strategic alignment between sports excellence and corporate brand values. The three-year partnership with the Olympic sponsor highlighted how global brands can leverage local sports icons to enhance their market presence and build credibility in emerging markets.
Mary Kom - Multi-Brand Icon
Boxing champion Mary Kom's diverse portfolio of endorsements, including Dalmia Cement, Nestle, Bournvita, and BSNL, demonstrates her exceptional brand versatility. Her appeal spans various market segments, from nutrition to telecommunications. Her humble personality and inspiring journey from a modest background to international success make her particularly effective in connecting with both rural and urban audiences.
Saina Nehwal - Long-term Brand Loyalty
Badminton star Saina Nehwal's enduring partnership with Yonex exemplifies the value of long-term athlete-brand relationships. The collaboration has evolved beyond traditional endorsement to include product development, with the launch of the Yonex GR 303 Saina Nehwal Special Edition racket. This case demonstrates how athletes can contribute to product innovation and brand development.
Harmanpreet Kaur - Creative Brand Integration
Cricket captain Harmanpreet Kaur's partnership with CEAT Tyres showcases innovative brand storytelling. The campaign "For The Game Called Road" cleverly draws parallels between cricket and road safety, demonstrating how sports personalities can effectively promote products outside their direct sphere of influence while maintaining authenticity and relevance.
As per a study by The Women's Sports Foundation, 94% of women in C-suite positions played sports, highlighting the far-reaching influence of elevating women athletes in the public eye. These partnerships are not just changing the game; they are rewriting the rules of sports marketing, proving that when brands invest in women athletes, everyone wins.
Conclusion
From the cricket pitch to the basketball court, women athletes are redefining what it means to be a brand ambassador, bringing authenticity, diversity, and innovation to partnerships.
Whether you're a brand looking to tap into the power of women's sports or a marketer seeking innovative engagement strategies, the revolution in women's sports partnerships offers a wealth of opportunities.
To explore how you can utilise these insights for your brand or to discuss the future of sports marketing, we invite you to reach out to Zupotsu. Our team of experts is ready to help you create impactful marketing solutions that resonate with today's sports fans.
Zupotsu is a martech platform on a mission to ‘digitise’ sports marketing. Zupotsu enables the discovery, engagement and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Follow us on Linkedin and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.
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