Beyond Boots: evolving sponsorship in women's football

The explosion of interest in women's football has sparked a sponsorship gold rush, with brands eager to align themselves with the sport's rising stars. We've seen record-breaking deals for national teams and individual players, reflecting the growing recognition of female athletes as powerful influencers and role models. However, amid this frenzy of commercial activity, it's crucial to maintain a sense of perspective and prioritize long-term strategic goals over short-term financial gain

As a long-time observer of the sports sponsorship ecosystem and developing player sponsor strategies for global brands around pinnacle sporting tournaments, I've witnessed a profound transformation in the women's game. The influx of investment and media attention has created a fertile ground for endorsements, but it also demands a more strategic approach to athlete partnerships. The question isn't just about securing lucrative deals; it's about building sustainable, authentic, and diversified commercial portfolios that truly reflect a player's brand and values. s.

The Sponsorship Boom: A Double-Edged Sword

The surge in sponsorship opportunities for female footballers is undoubtedly a positive development (just look at your television screens during the 2023 Women's World Cup), providing much-needed financial support and recognition for players.

Sponsors of the tournament itself and more brands involved in women's football in other competitions stepped up their involvement in the game in the build-up and aftermath of the tournament:

• EA Sports sponsoring 37 players from Jan 1 2023 to Dec 31 2024

• VISA & Coca-Cola both sponsoring 15+ players each

• Sponsors with club and federation sponsorship such as Volkswagen (Netherlands and USWNT sponsor) and Spotify sponsoring 10+ players .

However, this newfound wealth also presents a unique set of challenges, particularly when it comes to navigating complex endorsement agreements. The pressure to secure lucrative deals can sometimes overshadow the need to carefully evaluate the potential restrictions and limitations that these agreements may impose.

Boot deals, traditionally the most lucrative and common sponsorship agreements for footballers, often come with a catch: strict exclusivity clauses that can significantly restrict a player's ability to endorse other brands.

These clauses typically require players to exclusively wear the brand's boots, apparel, and accessories, while also prohibiting them from associating with competing brands or products - particularly thorny when conflicting with domestic team and national team kit manufacturers.

Just look at Mary Fowler: Sponsored personally by Adidas with a boot and apparel deal, yet plays club football with Man City (Puma) and at national team level with the Matildas (Nike). A scroll at her Instagram feed reveals some depth to her commercial limitations with Man City, with most photos of her in the sky blue of City positioned side-on to the camera to hide the prominent Puma logo on the shirt. While Fowler's off-field content more than makes up for it, it does impact Fowler's ability to publish match photos and highlights for her club team to their full extent.

Fowler's strategic choice of photo uploads on Instagram in a Man City shirt to avoid prominent exposure of Puma, competitor of sponsor Adidas.

While the financial rewards of a boot deal can be substantial, particularly for emerging players, it's essential to weigh these gains against the potential limitations on other commercial opportunities later down the line, especially the definition of 'competitors' given the likes of Nike, Adidas & New Balance not only produce footwear, but broader sportswear & apparel that could cause blockers on other sponsorships for players. The length of any deal with a boots manufacturer should be carefully evaluated.

In today's rapidly evolving sponsorship landscape, where personal brand and authenticity are paramount, restricting a player's ability to endorse a diverse range of products and services can be a significant disadvantage.

Beyond the Boot: Exploring Alternative Strategies

In my experience, the most successful athletes are those who adopt a holistic approach to their commercial portfolio, carefully curating partnerships that align with their personal brand and values, which have been nurtured over time across their social media channels.

This often involves diversifying beyond traditional sportswear endorsements and exploring opportunities in sectors such as:

• Fashion and Lifestyle: Collaborations with clothing brands, beauty companies, and luxury goods retailers can help players expand their reach and connect with new audiences - and is a category where women's players typically overindex compared to their male counterparts. Look at Calvin Klein (Mary Fowler, Chloe Kelly) and Oakley (Trinity Rodman, Alessia Russo, Alexia Putellas & Selma Bacha).

• Sports Technology and Performance: Endorsements of tech products, fitness trackers, and digital platforms can enhance a player's credibility and appeal to tech-savvy consumers. The so-called 'sports performance' category which ranges from compression socks to massage guns is currently booming - Nordic Track have sponsored 4 x women football players in the past 24 months including England's Fran Kirby, Beth England and Rachel Daly.
  

• Sports Retail: Pro Direct Soccer & Sports Direct are the two sports retail brands with the largest number of women's players in their sponsorship portfolio. There are plenty at a local level too - Ultra Football (Australia), Dick's Sporting Goods (USA), UniSport (Sweden), Jói útherji (Iceland), Intersport (Germany and Europe)

• Health and Wellness: Partnerships with health food companies, wellness brands, and fitness programs can promote a positive image and align with the growing emphasis on athlete well-being. Beauty companies are also increasingly looking to align with star football players with the likes of L'Oreal (Mary Fowler, Valentina Giacinti), Olay (Chloe Logarzo, Rose Lavelle) and La Roche Posay (Alexia Putellas, Christina Endler & more).

  
  

By carefully selecting partnerships that resonate with their personal brand, players can create a diversified commercial portfolio that generates sustainable income and enhances their long-term marketability.

Crafting a Winning sponsor Strategy: Practical Advice for Players and Agents

For players and agents navigating the complex world of sponsorship deals, here's my advice:

• Prioritize long-term goals over short-term gains: Don't be swayed by the lure of immediate financial rewards; instead, focus on building a sustainable commercial portfolio that aligns with your brand and career goals.

• Negotiate strategically: Don't be afraid to push back on restrictive clauses and negotiate terms that allow for greater flexibility and autonomy.

• Embrace authenticity: Partner with brands and products that you genuinely believe in and that resonate with your personal values.

• Seek expert advice: Consult with experienced legal and commercial advisors who can help you navigate the complexities of sponsorship agreements and protect your interests.

The Power of the Portfolio Approach

The most successful female footballers are those who embrace a portfolio approach to sponsorship, carefully curating a diverse range of partnerships that reflect their individual brand and values. By diversifying beyond traditional boot deals and exploring opportunities in new and emerging sectors, these players are not only maximizing their earning potential but also solidifying their position as influential figures in the world of sports and beyond.

Ultimately, the decision of whether to accept a boot deal is a personal one that should be based on a careful assessment of individual circumstances and strategic goals. However, by challenging the conventional wisdom and exploring alternative strategies, female footballers can unlock new levels of commercial success and build sustainable, authentic, and impactful brand partnerships.