The Value Of Female Athlete Endorsements Has Never Been Higher For Brands & Organizations
Forbes has released their annual list of the highest-paid female athletes in the world in 2018 this week. At first glance, it may be surprising that 8 of the top 10 highest-paid female athletes come from tennis. Of course the queen of women’s sports herself Serena Williams topped the list yet again this year at $18.1 million thanks to her slew of endorsements with over 12 companies including Nike, Intel, Audemars Piguet, JPMorgan Chase, Gatorade and Beats. Not to mention she sat out of competition for 14-months after she revealed she was pregnant in January of 2017. Only 16 athletes (male or female) in the world made more in endorsement money than Serena over the past year. Serena is a prime example of the tangible impact and desire for female athlete endorsements.
But why is this list important to you as a brand owner or marketing manager?
Let us elaborate. These top female athletes serve as role models and empowering female figures on a global scale with the power to impact and influence their huge fan base of consumers. Serena ranks among the top 1% of all celebrities in terms of marketability because of a 91% awareness rate and extremely high scores for aspiration and trust. Below is a chart of the most marketable female athletes, their awareness levels and top attributes for marketers:
These are the top 10 female athletes that are best fit to attract, engage and influence your consumers through female athlete endorsements and marketing campaigns.
As you can imagine, an endorsement deal with one of these top female athletes will come with a 6-figure/7-figure price tag. Having said that, there are a number of other up-and-coming and equally impressive female athletes that have the influence to drive sales and engagement. Past and present female Olympians are always a hit with consumers. The likes of Olympic icons Aly Raisman, Alex Morgan, and Dara Torres have proven to be a great asset to companies they have partnered with.
For example, Aly and Alex perfect for the 18-30 year old female demographic. She has a huge social media following and a very likable personality. She resonates with the younger generation and they view her as a role model. If she likes a product, they will to! Dara Torres on the other hand is reaching a completely different demographic. She’s a 5-Time Olympian, bestselling author, business owner and mother who can relate to the most coveted demographic of them all: mothers.
A shift in marketing focus has brought female athletes to the forefront in 2018.
Historically, male athletes have run the table when it comes to endorsement opportunities. But marketers can’t ignore the dominant purchasing power of women who control 70-80% of all consumer purchases. You can largely attribute this shift in marketing strategies to one growing industry in particular: the women’s activewear market. In 2018, everyone seems to be focusing on a healthier lifestyle. Thus, activewear is at the top of the list for female consumers. Brands and organizations need to realize that female consumers, especially millennials, are best influenced by authentic stories. Many of these authentic stories come from female athletes. When you are marketing to women, there is a certain reliability that comes with a female celebrity spokesperson and their stories are unfolding on a more grassroots level than the major male sports stars of today.
What’s next for your future celebrity marketing campaigns?
Female athlete endorsements have become an invaluable marketing strategy when it comes to building your brand. Choosing a celebrity spokesperson is not as easy as matching a target demographic and pouring money into the campaign. A successful celebrity marketing campaign is built on expert planning, execution and authenticity. That is our strength at Celebrity Speakers Bureau. We help our clients develop an authentic marketing strategy that hits home with consumers and convinces them to take action. We will first help you develop a successful strategy around the RIGHT celebrity spokesperson to reach your target consumers. Then we will help you through every step of the execution process to ensure the campaign is executed flawlessly.
Are you looking for your next celebrity spokesperson to take your brand or organization to the next level? The celebrity talent booking agents at Celebrity Speakers Bureau are at the ready to assist! Contact us today via email at firstname.lastname@example.org or call (212) 410-2853.