For women athletes, building an audience on social media is becoming an increasingly important part of building a career, both on and off the field.
In Digiday's examination of the creator economy in women's sports, two Gupta Media experts explain why athletes' personal brands have become valuable commercial assets.
"We've seen firsthand that when individual athletes know how to properly present themselves, build their personal brands on social to drum up excitement for their upcoming games and their teams, that can really lead to commercial success," said Jess Dashner, Director of Media Strategy and Operations at Gupta Media.
And those opportunities extend beyond traditional sports sponsorships.
Cayley Stonehouse, Gupta Media's Senior Social Media Strategist, pointed to the potential for athletes to establish authentic partnerships across fashion, beauty, lifestyle, and travel.
"They can authentically enter conversations around fashion or beauty or lifestyle or travel. That's where the opportunity is," Stonehouse told Digiday.
For athletes, developing a personal audience can create new income streams and opportunities that extend beyond their playing careers. For teams, leagues, and sponsors, it provides new ways to reach and engage fans.
Read the full story in Digiday.
