“I guess I should give you a tattoo update because I recently got a few more done.” Manchester City right back Kerstin Casparij pulls on Snapchat her sleeve up, to explain in accent-free English the creations on her left arm. She thinks the “incredible carp” is “just cool”. The artist who created the water wave has “a fab job” done.
Casparij had the tattoos done at The Manchester Social, she says at the end of the video, almost casually. A studio founded in 2019 that specializes in high-quality tattoo art, with famous clients such as former footballer David Beckham. They also have a branch in London, says Casparij. She will soon have her back tattooed. So anyone who is interested: keep an eye on this channel.
Jutta Leerdam, recently the face of SKIMS, the sportswear brand of world-famous TV personality Kim Kardashian, shared photos and videos of herself in multiple outfits on TikTok. In the accompanying text she makes it clear that she is a self-confident woman who is sometimes fed up with the Dutch just-just-then-you’re-being-crazy-enough mentality.
On the same medium, American athlete Sha’Carri Richardson, who won Olympic silver in the 100 meters in Paris last year, shared an update from the hairdresser’s chairwith a trendy handbag on her lap. We see her scrolling through messages on her cell phone while someone smooths her hair. Hashtag: #blackpower. “Make an appointment quickly,” it says, with the name of her favorite coiffeur.
Sportswomen who share advertising messages with fans in a (quasi) natural way: it is a new trend, says communications advisor Marieke Verhaar of Ovide Agency. The knife cuts both ways, she explains. Casparij, Leerdam and Richardson develop a bond with fans worldwide. They can show that they are not only top athletes, but also icons and role models for girls. And companies can, in turn, position themselves as innovative and inclusive. It is part of a new communication strategy, “in places where younger target groups, such as GenZ and Gen Alpha, are,” says Verhaar.
Because many women’s sports were not regularly shown on TV until recently, she says, fans have long since embraced digital channels such as social media and apps. “They are very skilled at finding, sharing and discussing content. And: not sensitive to traditional advertising messages. For these fans, it is mainly about authenticity, human stories and the feeling of being part of a community.”
It shows that a company can easily reach consumers through personal insights into the lives of famous sportswomen a recent survey from Ipsos, among others, among 13,506 people aged 14 to 44 in seven countries. 62 percent of respondents say they are fans of women’s sports. The majority feel they are part of a community by following women’s sports through social platforms. More than half are more likely to purchase something from a brand that sponsors women’s sports. More than three quarters are influenced by statements made by sportswomen on social media when making purchases.
The fact that there is a growth market is also evident from research by the American online bank Ally into the spending patterns of three thousand sports fans of different generations. “Women’s sports is gaining ground – and fans from all demographics, from men to Generation Z, are driving this momentum,” it said. The cost of fandom. About a third of Gen Z fans who participated in the survey believe it is important to show that they support women’s sports. Forty percent say they feel this support promotes equality and empowerment of women. The term ‘advertising’ does not appear in the report, but you can count on your fingers that companies that market their products through authentic-looking advertising messages from famous sportswomen are riding on this growth market.
According to sports marketing expert Bob van Oosterhout, “the line between top athlete and… private personality” is becoming increasingly vague. The most appealing top athletes are often also influencers. “This applies to both sportsmen and sportswomen, although the trend among sportswomen has taken off strongly in recent years, because they come from far away. Sportswomen are now much more appreciated than, say, ten years ago. They attract attention not only with their sporting achievements, but also with their looks and personality. This provides commercial opportunities.”
Increasing your fame with advertising and earning a nice amount of money with it: according to Van Oosterhout, it is an interesting way for sportswomen to make their mark. But a good match is important, he warns. “No one finds it strange that Jutta Leerdam is involved in beauty and fashion. Everyone knows: when she does a photo shoot she opens the zipper of her skating suit just a little further. But if Marianne Vos were to suddenly start promoting make-up, while she has always devoted herself 100 percent to cycling, it would seem strange. Fans – consumers – have a keen sense of whether something is authentic. They see through it like a top athlete forced through social media products. commends.”
Van Oosterhout has often seen a bad match lead to minor drama, because athletes had no interest in the theme or product they were working hard for. Like the driver who expressed his concerns about litter during an interview, only to throw a can on the side of the road afterwards, assuming that the cameras were no longer running. “Imagos can be changed by a mismatch take a big hit,” says Van Oosterhout. For both parties. “I always tell clients that they should think carefully about their collaboration with companies. See if it suits you. Don’t let money be the deciding factor.”
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