The Power of Female Athlete Partnerships
- March 28, 2025
- SponsorPulse Staff
The days of male athletes dominating the endorsement landscape are fading fast. As female athletes continue to shatter records, inspire new audiences, and cultivate highly engaged fan bases, brands are taking notice. From historic Olympic performances to viral social media moments, female athletes are proving they are more than just competitors—they are powerful marketing assets.
The momentum surrounding their marketability has never been stronger, and brands that embrace these partnerships are reaping the rewards. SponsorPulse provides key insights into this evolving landscape, offering brands a strategic advantage in athletic partnerships.
Here’s everything to know about the power of female athlete partnerships:
The Paris 2024 Olympics: A Platform for Star Power
The 2024 Paris Olympics provided a massive visibility boost for U.S. female Olympians, many of whom exited the Games with increased recognition rivalling professional sports stars. SponsorPulse data shows that Simone Biles, already a formidable household name, saw her awareness climb from 76% to 83% post-Games, reaffirming her GOAT status in both the gymnastics and sponsorship spheres. Track and field sensation Sha’Carri Richardson also gained traction, jumping from 40% recognition in early 2024 to 53% after Paris. This growing recognition signals an opportunity for brands to align with these influential athletes who command the attention of diverse audiences.
Watch 2024 Olympics On-Demand Webinar to access all insights we covered.
Female Athletes vs. Pro Sports Stars: Closing the Recognition Gap
Recognition among female Olympians is not just rising—it’s challenging the visibility of traditional male sports figures. SponsorPulse data reveals that athletes like Suni Lee and Sha’Carri Richardson now have awareness levels comparable to or higher than top-tier professional athletes like Bryce Harper and Dustin Johnson. Simone Biles, in particular, is more recognizable than Patrick Mahomes—she’s even approaching the legendary status of Michael Jordan. This shift highlights the increasing cultural relevance of female athletes and underscores why brands should prioritize investing in their stories.
The Commercial Case for Investing in Female Athletes
Beyond visibility, SponsorPulse data shows that female athletes bring strong consumer engagement. Aja Wilson, a key figure in the WNBA, has an impressive 70% likability rating, while Megan Rapinoe (41%) and Alex Morgan (60%) remain some of the most recognized and respected soccer players. The appeal of these athletes extends far beyond sports fans—they resonate with broader lifestyle and fashion audiences, making them versatile partners for brands looking to expand their reach.
The Power of Social Media in Athlete Branding
It’s no secret that social media has been a game-changer in athletic endorsements, allowing female athletes to cultivate personal brands beyond their sports. Olivia Dunne, a college gymnast turned influencer, exemplifies this trend with her strong engagement rates, helping her secure lucrative deals with brands like Vuori. The digital landscape allows these athletes to connect directly with fans, offering brands a unique way to integrate their products into authentic conversations. In a world where influencer marketing is driving consumer decisions, female athletes bring an added layer of credibility and trust.
High-Profile Endorsement Deals Making an Impact
New Balance x Coco Gauff & Cameron Brink: A Stylish Statement
New Balance’s latest ad campaign, featuring tennis star Coco Gauff and WNBA athlete Cameron Brink, is redefining the intersection of sports and fashion. The commercial, set to Kool & the Gang’s “Hollywood Swinging,” showcases the athletes' strength, talent, and style.
Gauff is already a tennis sensation and fashion icon, with her signature sneaker, the Coco CG1, becoming a hit among fans and athletes alike. Her collection’s rise coincides with the growing "tenniscore" trend, fueled by Netflix shows like Break Point and the movie Challengers. Gauff’s influence is evident as she inspires fellow athletes, like Brink, who went viral for wearing Gauff’s signature New Balance gear. The two athletes even shared a moment on social media, with Gauff praising Brink’s pregame outfit, further strengthening their bond and inspiring fans.
Athleta’s Power of She Collective: Amplifying Female Athletes
Athleta’s Power of She Collective is empowering female athletes through mentorship and support. The initiative’s most recent partnership with WNBA stars Lexie Hull and Kate Martin highlights their commitment to fostering community and growth for women in sports.
Hull and Martin join Athleta’s mission to inspire and mentor the next generation of athletes, while also influencing product innovation. Hull and Martin’s involvement exemplifies the brand's goal of elevating women’s sports and empowering young girls to follow their athletic dreams.
Snapshot: Additional Endorsement Deals Making Waves
Sabrina Ionescu x BodyArmor: As a leader in the WNBA, Ionescu’s partnership with BodyArmor highlights the growing visibility of women’s basketball.
Iga Swiatek x ON: The world’s No. 2-ranked tennis player teaming up with a performance-focused footwear brand is a perfect synergy of excellence and innovation.
Chloe Kim x Roxy: The Olympic snowboarder embodies adventure and confidence, aligning perfectly with Roxy’s brand ethos.
Leylah Fernandez x Lululemon: As a rising tennis star, Fernandez’s partnership with Lululemon is a testament to the brand’s focus on performance and style.
Play your A-Game with SponsorPulse
The data is clear: female athletes are not just competitors; they are cultural icons with immense commercial value. As their recognition continues to climb, brands that invest in these partnerships now will benefit from the long-term impact of their influence.
Create your free SponsorPulse account today to explore how female athletes can help you bring your Sponsorship A-game ⬇️
