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Why female sports stars make the best brand communicators
July 21, 2022
The typical post-match interview isn’t known for its conversational flair. And who can blame the shy (or just tired) sports star who has just come off the pitch? Even if the average footballer isn’t the best public speaker, they still communicate some of the most motivating stories in public culture. The commercial appeal of sports stars is undeniable, and brands have been tapping into the ability for athletes to inspire and convert consumers to their products for years.
Tried and tested, the elevated status of a sports star can strengthen brand patronage. By using a role model, a brand can achieve a positive perception for their product. But as role models are changing and evolving, with public figures increasingly expected to take a stance on social issues, brands are now having to rethink who they choose to communicate their message. Tiger Woods and Lance Armstrong were once favourable figures but, whatever they try to communicate now, many people will remember them for their scandals first and foremost. Equally, scandals aside, male footballers are almost too glittering and rich to communicate anything other than ‘out of touch’.
But now we are – finally – entering a new era of sports ambassadors. Despite the most lucrative advertising and sponsorship campaigns being predominantly held by men, female stars ought to be embraced as the new brand communicators. Female footballers are still the underdog in the footballing world, their game is still perceived as up and coming, and is relatively untouched by the controversial waters of massive finance, billionaire owners and tabloid gossip.
Lucy Bronze is a big name in the UK, but even so, when she was playing for Everton in 2009, she also worked in a pizza shop part time. It’s easy to see why the women’s team are seen as more down-to-earth by fans. Equally, football power couple Pernille Harder and Magdalena Eriksson have received considerable praise for their film ‘Love Always Wins’, showing a new kind of positive story in the football world. Now it seems, it’s female stars who bypass controversy, and communicate the same uplifting stories that inspire us all.
In fact, a study in Futures Sport (in association with the Women’s Sport Trust) found that in the US Open when Emma Raducanu won, she was most popular among those who describe themselves as casual viewers. Female stars can communicate the same message, but also appeal to those who have previously been turned off by the intimidating world of men’s sports.
This summer’s Women’s Euros are expected to potentially reach 250 million viewers worldwide, and while this pales in comparison to the 5.23 billion who watched the men’s 2020 – the stories have just as much potential to communicate emotional stories. Perhaps it’s women who are the new frontier in brand communication.
Laura Choate