{"id":3072,"date":"2024-09-24T16:25:33","date_gmt":"2024-09-24T21:25:33","guid":{"rendered":"https:\/\/www.superstock.com\/blog\/?p=3072"},"modified":"2024-09-24T16:53:43","modified_gmt":"2024-09-24T21:53:43","slug":"women-athletes-get-in-the-game-and-win","status":"publish","type":"post","link":"https:\/\/www.superstock.com\/blog\/women-athletes-get-in-the-game-and-win\/","title":{"rendered":"Women Athletes Get in the Game and Win!"},"content":{"rendered":"<p><script async defer src=\"https:\/\/proxy.beyondwords.io\/npm\/@beyondwords\/player@latest\/dist\/umd.js\" \n  onload=\"new BeyondWords.Player({ \n    target: this, \n    projectId: 15894,\n    contentId: '2f0561b6-9000-469b-b5cd-b640608ad207',\n\t\tplayerStyle: 'standard'\n  })\">\n<\/script><\/p>\n<ul>\n<li style=\"margin-bottom: 12px;\">Who are Caitlin Clark and Angel Reese, and why should you care?<\/li>\n<li style=\"margin-bottom: 12px;\">What does Visa have to do with women\u2019s soccer?<\/li>\n<li style=\"margin-bottom: 12px;\">Who is more believable &#8211; male or female athletes?<\/li>\n<\/ul>\n<p>The talent featured on the TV commercials shown during the Paris Summer Olympics or the WNBA games tell a powerful story about a new reality in brand marketing. In a very short time, a fundamental influencer shift has occurred.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/happy-female-track-field-athlete-celebrating-after-race-track\/4428-18282681\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/4428-18282681.jpg\" width=\"1024\" height=\"682\" loading=\"lazy\" alt=\"Happy female track and field athlete celebrating after race on track\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">4428-18282681<\/span><\/a><\/p>\n<p>Seemingly out of nowhere, women athletes have become powerful spokespeople for a wide range of goods and services. Needless to say, the brand marketers and the creatives at their ad agencies who were savvy enough to realize this change early on are high fiving in the conference room!<\/p>\n<p><span style=\"font-size: larger;\"><strong>What This Means for You \u2014 Because we love our sports heroes, athletes have always been great <em>pitchmen<\/em>. However, the new normal in spot advertising, promotional events and licensed products involves brands chasing market share by using the halo effect of <em>pitchwomen<\/em>. If your brand or client wants to tap into the power of female athletes to move the sales needle, this post is for you. <\/strong><\/span><\/p>\n<p style=\"text-align: center;\">*****<\/p>\n<p style=\"text-align: center;\">Let\u2019s look beyond the game and unveil the strength of women athletes. SuperStock\u2019s latest collection captures the grit, grace, and determination that define female athletes. <a href=\"https:\/\/www.superstock.com\/gallery\/FemaleAthletes7597\" target=\"_blank\" rel=\"noopener\">See it now<\/a>.<\/p>\n<p style=\"text-align: center;\">&nbsp;<\/p>\n<div style=\"width: 80%; margin: 0 auto;\"><div id=\"metaslider-id-3042\" style=\"width: 100%; margin: 0 auto;\" class=\"ml-slider-3-107-0 metaslider metaslider-flex metaslider-3042 ml-slider ms-theme-outline nav-hidden\" role=\"region\" aria-label=\"Women Athletes Carousel\" data-height=\"600\" data-width=\"800\">\n    <div id=\"metaslider_container_3042\">\n        <div id=\"metaslider_3042\" class=\"flexslider\">\n            <ul class='slides'>\n                <li style=\"display: block; width: 100%;\" class=\"slide-3062 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"1439-57951317-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/1439-57951317-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3062 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/1439-57951317\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3063 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"1778-10801-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/1778-10801-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3063 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/1778-10801\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3064 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"1815R-14895618-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/1815R-14895618-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3064 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/1815R-14895618\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3065 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"4428-18282741-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/4428-18282741-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3065 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/4428-18282741\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3066 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5507-31292746-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5507-31292746-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3066 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5507-31292746\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3067 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5507-31925058-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5507-31925058-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3067 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5507-31925058\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3068 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5507-32460993-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5507-32460993-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3068 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5507-32460993\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3069 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5507-33230921-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5507-33230921-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3069 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5507-33230921\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3070 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5507-33270023-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5507-33270023-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3070 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5507-33270023\" \/><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-3071 ms-image \" aria-roledescription=\"slide\" data-date=\"2024-09-23 11:52:47\" data-filename=\"5514-58780140-800x600.jpg\" data-slide-type=\"image\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.superstock.com\/blog\/wp-content\/uploads\/2024\/09\/5514-58780140-800x600.jpg\" height=\"600\" width=\"800\" alt=\"\" class=\"slider-3042 slide-3071 msDefaultImage\" title=\"License this image at https:\/\/www.superstock.com\/asset\/5514-58780140\" \/><\/li>\n            <\/ul>\n        <\/div>\n        \n    <\/div>\n<\/div><\/div>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-5af135a8-8e3e-4ac7-b749-35934d860abf\"><span class=\"hs-cta-node hs-cta-5af135a8-8e3e-4ac7-b749-35934d860abf\" id=\"hs-cta-5af135a8-8e3e-4ac7-b749-35934d860abf\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3372891\/5af135a8-8e3e-4ac7-b749-35934d860abf\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-5af135a8-8e3e-4ac7-b749-35934d860abf\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3372891\/5af135a8-8e3e-4ac7-b749-35934d860abf.png\" alt=\"Check out our Women Athletes gallery\"><\/a><\/span><br \/>\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><br \/>\n<script type=\"text\/javascript\"> hbspt.cta.load(3372891, '5af135a8-8e3e-4ac7-b749-35934d860abf', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><br \/>\n<\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p style=\"text-align: center;\">*****<\/p>\n<h2>Women Athletes Are Winning\u2026Big<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/softball-teammates-hugging-each-other-laughing\/1525R-237950\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/1525R-237950.jpg\" width=\"1024\" height=\"682\" loading=\"lazy\" alt=\"Softball Teammates Hugging Each Other And Laughing\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">1525R-237950<\/span><\/a><\/p>\n<p>Using athletes as <a href=\"https:\/\/www.superstock.com\/blog\/the-secret-sauce-of-sports-how-brands-can-win-big\/\" target=\"_blank\" rel=\"noopener\">spokesmen<\/a> in advertising and promotional activities has a storied history. Even for distinctively UNHEALTHY products such as tobacco or alcohol, brands knew that the male demographic would rush to the store to buy products that some baseball or football star pitched in ads.<\/p>\n<p>The classic image of MLB home run hitter Ted Williams enjoying a Viceroy cigarette in the dugout before a ball game appeared in the sports section of newspapers throughout the US. Even collectible baseball trading cards were first introduced on the packaging of cigarettes.<\/p>\n<p>For about a century, brand marketers and agency creative directors knew how to reach that male demo.<\/p>\n<p>One word: Sports.<\/p>\n<p>Recently, that strategy has evolved somewhat. To be sure, sports still work as a promotional platform. However, women are now also on the playing field.<\/p>\n<p>Want proof? According to the \u201cInfluencer,\u201d this trend started to pick up steam in 2021.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/female-basketball-players-warming-up-before-game-seattle-washington-usa\/5514-58780137\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/5514-58780137.jpg\" width=\"1024\" height=\"682\" loading=\"lazy\" alt=\"Female basketball players warming up before game\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">5514-58780137<\/span><\/a><\/p>\n<ul>\n<li style=\"margin-bottom: 12px;\">Women\u2019s sports have steadily gained popularity with a significant increase in viewership across a variety of leagues and tournaments on a global scale. In 2021 alone, nearly 33m people tuned in to watch women\u2019s sports<\/li>\n<li style=\"margin-bottom: 12px;\">In women\u2019s soccer, The Women\u2019s Super League (WSL) has a strong appeal of women\u2019s sports in the UK. The showdown between England and Germany in the Women\u2019s Euros 2022 captivated the attention of more than 17m viewers, highlighting the compelling narratives and high-caliber performances that women\u2019s sports bring to the table. The overall tournament, with its global viewership reaching an astounding 365 million, effectively more than doubled the figures from the previous Euros.<\/li>\n<li style=\"margin-bottom: 12px;\">More recently, it was reported by the New York Times that \u201cBrands are investing in female athletes like never before, from <a href=\"https:\/\/www.nytimes.com\/2024\/05\/13\/style\/skims-kim-kardashian-cameron-brink-candace-parker.html\" target=\"_blank\" rel=\"noopener\">Skims\u2019 recent campaign<\/a> with WNBA players like recently-retired Candace Parker and rookie Cameron Brink to Caitlin Clark\u2019s $28 million, eight year <a href=\"https:\/\/apnews.com\/article\/caitlin-clark-nike-3ea6a96e0b830b66b4680cc5318de9e4\" target=\"_blank\" rel=\"noopener\">Nike deal<\/a>.\u201d<\/li>\n<li style=\"margin-bottom: 12px;\">According to Vogue, \u201cEven the WNBA pregame tunnel is now a fashion \u201c<a href=\"https:\/\/www.vogue.com\/slideshow\/wnba-tunnel-fashion-2024-2025-season\" target=\"_blank\" rel=\"noopener\">destination<\/a>\u201d where luxury brands can showcase their designs on players including A\u2019ja Wilson and Breanna Stewart.<\/li>\n<\/ul>\n<h2>Driving This Trend: Women Athletes Are More Believable<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/low-angle-view-female-athlete-looking-away-while-standing-against\/4448R-22165854\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/4448R-22165854.jpg\" width=\"1023\" height=\"682\" loading=\"lazy\" alt=\"Low angle view of female athlete looking away while standing against bridge during rainy season\" style=\"height: auto; max-width: 100%; width: 1023px;\"><br \/><span style=\"font-size: 12px;\">4448R-22165854<\/span><\/a><\/p>\n<p>Based on <a href=\"https:\/\/paritynow.co\/report-2024-parity-surveymonkey\" target=\"_blank\" rel=\"noopener\">recent research<\/a>, which was reported by Fortune, women athletes are more believable than other influencers, and the brands that use these women are getting a good return on their investment.<\/p>\n<p>Fortune notes, \u201cParity, a platform that connects female athletes with brands, conducted a study in partnership with \u201cSurveyMonkey.\u201d They found people are 2.3 times more likely to purchase a product when it\u2019s endorsed by a female athlete, compared to another kind of influencer. For people who identify as fans of women\u2019s sports\u2014even watching just a few times a year\u2014that goes up to 2.8 times more likely.<\/p>\n<p>\u201cParity CEO Leela Srinivasan hypothesizes that people\u2019s admiration of female athletes\u2014and their understanding of the obstacles women face to forge careers in sports\u2014make these players effective marketers compared to both male athletes and influencers across entertainment and culture.\u201d<\/p>\n<p>The article adds that fifty-seven percent of people trust that female athletes believe in the product they promote, compared to 50% for male athletes. Eighty-eight percent see female athletes as role models. In some markets, the effect is even more pronounced. In Germany, women\u2019s sports fans are five times more likely to purchase a product endorsed by a female athlete compared to anyone else.<\/p>\n<p>\u201cTrust and authenticity are everything in marketing,\u201d Srinivasan says. \u201cCombine these signals\u2014role model status, overcoming obstacles to succeed, and trustworthiness\u2014and it\u2019s not surprising that women athletes have a strong influence on purchasing behavior.\u201d<\/p>\n<h2>Still a Long Way to Go<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/sport-gymnastics-women-row-germany-th-century\/4430-4473\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/4430-4473.jpg\" width=\"1024\" height=\"630\" loading=\"lazy\" alt=\"sport gymnastics women in a row Germany 1930s\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">4430-4473<\/span><\/a><\/p>\n<p>Even with all this good news, female athletes still face a harsh economic reality. According to a recent report from news service <a href=\"https:\/\/www.axios.com\/newsletters\/axios-am-cad72150-6919-11ef-9a7d-7b88181593b4.html?chunk=5&amp;utm_term=emshare#story5\" target=\"_blank\" rel=\"noopener\">Axios<\/a>, \u201cdespite an influx of attention and investment in their leagues, many athletes are still struggling to make a decent living.\u201d<\/p>\n<p>However, there are plans afoot that might chip away at this challenge, too. According to this Axios story, \u201cUnder a new program, Visa will help all members of BayFC, the San Francisco Bay Area&#8217;s professional women&#8217;s soccer team, earn the maximum amount of appearance fee money available under the league&#8217;s contract with players.<\/p>\n<p>\u201cHistorically, such appearances have been time-consuming, in-person affairs with not enough time or opportunities for most players to earn the maximum allowed under league rules. Visa&#8217;s deal will allow players to earn the maximum amount, should they wish, through social media appearances that can help the athletes elevate their personal brands.\u201d<\/p>\n<p>Axios adds that the National Women&#8217;s Soccer League and its players union separately announced a new collective bargaining agreement that will offer players higher pay \u2014 and more say in which teams they play for. The new deal between the league and its players will see minimum salaries rise to $48,500 in 2025, and $82,500 by 2030.<\/p>\n<h2>Clark vs. Reese Rivalry: Is it a Good Thing or Bad Thing?<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/football-game-women-soccer-trip-busy-sport-training-exercise-workout\/5507-33337684\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/5507-33337684.jpg\" width=\"1024\" height=\"682\" loading=\"lazy\" alt=\"Football, game and women soccer trip busy with sport training, exercise and workout\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">5507-33337684<\/span><\/a><\/p>\n<p>There have always been fierce rivalries in sports, some more fierce than others. <a href=\"https:\/\/www.si.com\/wnba\/wnba-commissioner-explains-why-league-needs-caitlin-clark-angel-reese-rivalry\" target=\"_blank\" rel=\"noopener\">Sports Illustrated<\/a> reports that \u201camid a watershed year for women\u2019s basketball, the popularity and growth that the WNBA has enjoyed since the arrival of rookies Caitlin Clark and Angel Reese hasn\u2019t come without unintended consequences.<\/p>\n<p>\u201cClark\u2019s and Reese\u2019s coinciding successes have given each player her time to shine in the national spotlight, but the dark underbelly of that exposure reveals what too often tends to be toxic discourse on the two stars across social media.<\/p>\n<p>Even this small dark cloud might have a silver lining. WNBA commissioner Cathy Engelbert recently gave her frank take on why the Clark-Reese rivalry was, in fact, a good thing for the league.<\/p>\n<p>\u201cIt\u2019s a little of that [Larry] Bird-Magic [Johnson] moment if you recall from 1979, when those two rookies came in from a big college rivalry, one white, one black,\u201d Engelbert said. And so, we have that moment with these two.<\/p>\n<p>\u201cBut the one thing I know about sports, you need rivalry. That\u2019s what makes people watch. They want to watch games of consequence between rivals. They don\u2019t want everybody to be nice to one another.\u201d<\/p>\n<h2>How Brands Can Effectively Activate Programs with Female Athletes<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/morning-run-complete-cropped-portrait-attractive-young-female-athlete-taking\/5507-31891671\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/5507-31891671.jpg\" width=\"1024\" height=\"682\" loading=\"lazy\" alt=\"Cropped portrait of an attractive young female athlete taking selfies during her morning run outside\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">5507-31891671<\/span><\/a><\/p>\n<p>The rise in popularity of female athletes for promotional activities is new \u201cterritory\u201d for most brands. However, there are some \u201cbest practices\u201d to consider in the effort to activate impactful, authentic programs. Jenny Penich, SVP, North America Commercial at \u201c<a href=\"https:\/\/www.influencer.com\/\" target=\"_blank\" rel=\"noopener\">Influencer<\/a>\u201d ad agency suggests the following for brands.<\/p>\n<ul>\n<li style=\"margin-bottom: 12px;\">Concentrate on enhancing fan interactions while nurturing a D&amp;I-forward atmosphere. The women\u2019s game offers a wonderfully diverse representation of women with fantastic stories. Furthermore, there is an opportunity for brands to evaluate these stories and find those that authentically reflect their own brand values, while driving popularity for the sport and promoting an inclusive sports culture. But this must move beyond mere marketing tactics; it\u2019s about intentionally making a meaningful impact and driving positive change and must be rooted in your brand\u2019s purpose.<\/li>\n<li style=\"margin-bottom: 12px;\">Brands should think longer-term and look at the value of collaborating with a roster of female athlete influencers over a longer period of time, each distinct in their own way in terms of background, ethnicity, body type, and even age.<\/li>\n<\/ul>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/female-athlete-painted-wings-her-back-holding-soccer-ball\/4009-61431213\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/4009-61431213.jpg\" width=\"1024\" height=\"683\" loading=\"lazy\" alt=\"Female athlete with painted wings on her back holding a soccer ball\" style=\"height: auto; max-width: 100%; width: 1024px;\"><br \/><span style=\"font-size: 12px;\">4009-61431213<\/span><\/a><\/p>\n<ul>\n<li style=\"margin-bottom: 12px;\">You are a catalyst\u2013act like it. Whatever you do, see it as an opportunity to dispel myths, dismantle barriers, and ultimately change the way people think about women\u2019s athleticism\u2014including their dedication to gender equality and empowering female athletes on a global scale.<\/li>\n<li style=\"margin-bottom: 12px;\">It\u2019s worth noting that female, female-identifying and non-binary soccer fans are not the only ones who watch these games\u2014as there\u2019s a sizable male audience also, further opening up fresh opportunities for brands that have traditionally targeted a predominantly male demographic to break away from gender-based stereotypes and embrace the evolving landscape of sports fandom.<\/li>\n<li style=\"margin-bottom: 12px;\">Think long-term. Remember that your collaboration with creators can reach its full potential when you think beyond fleeting partnerships. As the sport\u2019s popularity continues to grow and brands broaden their strategies, establishing long-term partnerships with creators allows brands to leverage their influence and expertise not only for social media campaigns, but also for other channels such as out-of-home advertising and television, significantly increasing the brand\u2019s visibility.<\/li>\n<li style=\"margin-bottom: 12px;\"><a id=\"video\" data-hs-anchor=\"true\"><\/a>Audiences are more receptive to advertising messages during these events and are more likely to engage in cross-screen and multi-channel experiences. Audiences, particularly <a href=\"https:\/\/www.superstock.com\/blog\/tips-on-communicating-with-gen-z-from-someone-who-has-first-hand-knowledge\/\" target=\"_blank\" rel=\"noopener\">Gen Z<\/a>, perceive creators as <a href=\"https:\/\/www.superstock.com\/blog\/move-over-beautiful-people\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a> and influential compared to other forms of media. Brands should leverage this by collaborating with these creators during peak times, such as major sporting events when people are actively present on <a href=\"https:\/\/www.superstock.com\/blog\/avoiding-the-landmines-of-hiring-a-social-media-influencer\/\" target=\"_blank\" rel=\"noopener\">social channels<\/a>.<\/li>\n<\/ul>\n<h2>Fans = Customers<\/h2>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.superstock.com\/asset\/little-girl-curly-hair-lying-basketball-court-laughing\/5514-29027163\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/3372891.fs1.hubspotusercontent-na1.net\/hubfs\/3372891\/5514-29027163.jpg\" width=\"1023\" height=\"683\" loading=\"lazy\" alt=\"A little girl with curly hair is lying on a basketball court laughing\" style=\"height: auto; max-width: 100%; width: 1023px;\"><br \/><span style=\"font-size: 12px;\">5514-29027163<\/span><\/a><\/p>\n<p>For those brands that have yet to consider the benefits of women\u2019s sports and the athletes that make them so exciting, it might be time to listen a little closer. That sound you hear is the distant roar of screaming fans going nuts over some amazing athletic feat performed by a woman.<\/p>\n<p>Just like the guys, these female athletes have the same mad skills and fierce determination. Oh, and by the way, their fans love \u2018em.<\/p>\n<p><a id=\"video\" data-hs-anchor=\"true\"><\/a><\/p>\n<div style=\"padding:100% 0 0 0;position:relative;margin-top: -100%;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1010415469?h=b1482a28e0&#038;autoplay=0&#038;loop=0&#038;title=0&#038;byline=0&#038;portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/p>\n<p style=\"text-align: center;\">*****<\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-202adae7-1db7-4641-b05f-251e13dc38cf\"><span class=\"hs-cta-node hs-cta-202adae7-1db7-4641-b05f-251e13dc38cf\" id=\"hs-cta-202adae7-1db7-4641-b05f-251e13dc38cf\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3372891\/202adae7-1db7-4641-b05f-251e13dc38cf\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-202adae7-1db7-4641-b05f-251e13dc38cf\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3372891\/202adae7-1db7-4641-b05f-251e13dc38cf.png\" alt=\"Subscribe To Our Superstock Newsletter and Blog\"><\/a><\/span><br \/>\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><br \/>\n<script type=\"text\/javascript\"> hbspt.cta.load(3372891, '202adae7-1db7-4641-b05f-251e13dc38cf', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><br \/>\n<\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p style=\"line-height: 1.25; text-align: center;\">Game-winning sports images are critical to activating the visceral response to a selling message. Every picture tells a story, and our team is ready to help you win big with your next campaign. Our research is FREE, so <a href=\"https:\/\/info.superstock.com\/research-request\" target=\"_blank\" rel=\"noopener\">Hit us up<\/a> and put another one in the WIN column.<\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-37e97c96-2862-44d4-8c57-4e7d76b24d3f\"><span class=\"hs-cta-node hs-cta-37e97c96-2862-44d4-8c57-4e7d76b24d3f\" id=\"hs-cta-37e97c96-2862-44d4-8c57-4e7d76b24d3f\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3372891\/37e97c96-2862-44d4-8c57-4e7d76b24d3f\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-37e97c96-2862-44d4-8c57-4e7d76b24d3f\" style=\"border-width: 0px;\" height=\"258\" width=\"600\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3372891\/37e97c96-2862-44d4-8c57-4e7d76b24d3f.png\" alt=\"New call-to-action\"><\/a><\/span><br \/>\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><br \/>\n<script type=\"text\/javascript\"> hbspt.cta.load(3372891, '37e97c96-2862-44d4-8c57-4e7d76b24d3f', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><br \/>\n<\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who are Caitlin Clark and Angel Reese, and why should you care? What does Visa have to do with women\u2019s soccer? Who is more believable &#8211; male or female athletes? The talent featured on the TV commercials shown during the Paris Summer Olympics or the WNBA games tell a powerful story about a new reality in brand marketing. In a very short time, a fundamental influencer shift has occurred.<\/p>\n","protected":false},"author":4,"featured_media":3074,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[48,67],"tags":[],"class_list":["post-3072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-and-advertising","category-sports","post--single"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Women Athletes Get in the Game and Win! - Frame of Mind<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.superstock.com\/blog\/women-athletes-get-in-the-game-and-win\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Women Athletes Get in the Game and Win! - Frame of Mind\" \/>\n<meta property=\"og:description\" content=\"Who are Caitlin Clark and Angel Reese, and why should you care? What does Visa have to do with women\u2019s soccer? Who is more believable &#8211; male or female athletes? The talent featured on the TV commercials shown during the Paris Summer Olympics or the WNBA games tell a powerful story about a new reality in brand marketing. 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