Brands & female athletes: From niche endorsements to mainstream marketing opportunities

As the 2024 Paris Olympics come to an end, it has been India’s sportswomen who ignited the nation’s pride by opening the medal’s tally, their victories resonating in the hearts of millions. Of course, the men’s hockey team bringing home the Bronze, Neeraj Chopra bagging the Silver in javelin throw, and Aman Sehrawat securing a Bronze in wrestling also brought huge cheer to Indians. These remarkable athletes have not only achieved greatness, but have also illuminated the rising prominence of women in Indian sports. From weightlifting to wrestling, shooting to badminton, these trailblazers have shattered barriers, defied expectations, and showcased extraordinary talent on the global stage. Their early triumphs have become the heartbeat of India’s Olympic journey, setting the tone for the nation’s collective hopes and dreams.

Traditionally, sports sponsorship monies have been dominated by sportsmen, especially cricketers. However, women sportspersons have been gradually making inroads into this male bastion by their sheer grit and outstanding performances. The Indian women’s cricket team has been winning accolades with their sterling wins across the world. In the non-cricket world, starting with Sania Mirza (tennis), Saina Nehwal (badminton) and Mary Kom (boxing), India’s women wrestlers have been the traiblazers – the Phogat sisters, Sakshi Malik. PV Sindhu (badminton), Mirabai Chanu (weightlifting), Lovelina Borgohain (boxing) – all have won over not just sports lovers, but brands as well. The 2024 Paris Olympics gave India a strong sports heroine – Manu Bhaker (shooting), who not only opened India’s medal’s tally, but also made history as the first Indian athlete to win two medals in a single edition, capturing the hearts of the entire nation.

As these incredible women continue to dominate the sports arena, the landscape of brand endorsements in India is evolving in powerful ways. Once dominated by male athletes and Bollywood stars, the endorsement space is now witnessing a transformative shift, with female athletes emerging as the faces of major brands. Companies are increasingly recognizing the immense power and influence these women hold, particularly among young, aspiring women who see them as beacons of hope. This shift mirrors a broader societal change, where female athletes are celebrated as role models who embody values of strength, resilience, and unyielding determination.

The impact of these female athletes’ Olympic successes has been profound, significantly elevating their brand value. For example, Manu Bhaker’s outstanding performance has catapulted her marketability, making her one of the most sought-after brand ambassadors. Even in moments of adversity, such as Vinesh Phogat’s heartbreaking disqualification, brands continue to stand by these athletes, demonstrating the deep bonds and long-term relationships being forged. This unwavering support shows that brands are not merely associating with these athletes for their victories, but are committed to their journeys, recognizing the deep emotional connection these women share with their audiences.

Adgully seeks to explore the powerful appeal of female athletes as brand ambassadors, delving into the unique qualities they bring to partnerships and how their influence is transforming the marketing landscape in India. It examines the evolving dynamics of brand endorsements and how the rising visibility of women in sports is creating new and exciting opportunities for both athletes and brands.

The brand appeal

Lloyd Mathias, Angel Investor & Business Strategist, pointed out that there are a lot of feminine category products, where having a female brand ambassador, especially an athlete, is very helpful. He further said, “Female athletes also lend themselves excellently to lifestyle, whether it comes to retail, whether it comes to home furnishings, whether it comes to fashion and lifestyle. Today, outside of Bollywood actresses, there aren’t too many female role models. Athletes like PV Sindhu, Manu Bhakar, some of our sportspersons like Mithali Raj, have become big names and it is a good, encouraging, positive trend.”

According to Siddhartha Singh, Managing Partner & COO, Infectious Advertising, “Female athletes bring a unique set of qualities to brand partnerships that make them exceptionally appealing as ambassadors. Their dedication, resilience, and ability to overcome challenges resonate deeply with audiences, creating a powerful connection. These athletes often embody the values of hard work, perseverance, and authenticity, which align well with brands aiming to promote a positive and inspiring image. Recent examples of successful partnerships include PV Sindhu with Bridgestone and Visa, as well as Mirabai Chanu with Adidas and Amway.”

For Singh, the following are some of the qualities that female athletes bring to the table:

Dedication and resilience, reflecting the brand's commitment to excellence.
Authenticity and relatability, creating a strong emotional connection with consumers.
Ability to overcome challenges, inspiring audiences and aligning with positive brand values.

Naresh Gupta, Co-Founder, Bang in the Middle, emphasized, “Every brand partnership is a match making between the core values of the brand and core values of the athletes. Right now, we are spoilt for choices as we have many athletes across the spectrum who are there for brands to partner with. Sania Mirza started it by breaking the barrier, since then we have had many who make great ambassadors.”

Kunal Khandelwal, Group Head - Outreach, SoCheers, observed, “Female athletes bring a unique set of qualities that make them highly attractive as brand ambassadors. Their dedication, perseverance, and competitive spirit resonate deeply with consumers. These athletes often embody values like empowerment, determination, and resilience, which align seamlessly with many brands’ core messages. Furthermore, their ability to connect with diverse audiences, particularly women and girls, makes them influential figures. The authenticity and relatability of female athletes, combined with their strong social media presence, create opportunities for genuine engagement and foster brand loyalty.”

The impact factor

Lloyd Mathias noted that the principles of measuring return on investment for any campaign and any ambassador remains similar, which is very looking at the kind of impact the particular campaign has made. And to what extent has the athlete or the brand ambassador’s values rubbed off on the brand. “A brand ambassador stands for certain things – confidence, positivity, ability to win. The other thing, of course, is the fact that celebrity advertising helps reduce and break media clutter. When you’re screening ads with a frame of celebrity, people tend to remember much more. Those are the two factors,” he said.

Siddhartha Singh listed the following key performance indicators (KPIs) to measure ROI from campaigns involving female athletes:

Social media engagement: Higher engagement rates due to the compelling stories and achievements of female athletes.
Brand awareness: Increased visibility and recognition through association with popular and respected athletes.
Sales growth: Positive impact on sales as consumers feel more connected and inspired by the brand’s message.
Impact of increased visibility and popularity of women's sports.
Broader and more diverse audience reach, leading to greater brand visibility.
Enhanced media coverage and fan support for women's sports, making female athletes more attractive as brand ambassadors.
Notable examples: The rise of the Indian women’s cricket team with players like Harmanpreet Kaur and Smriti Mandhana securing major brand deals, as well as Dutee Chand’s partnerships with Puma and JSW Steel.

On the other hand Naresh Gupta believed that KPIs is a wrong way to look at the partnership. According to him, the better way to look for is to check what impact the partnership will have on the brand image – will it help the brand build a competitive advantage, will it help in building sustainable advantage. “The impact on image, reputation, likeability are all measurable,” he said.

Kunal Khandelwal noted, “While traditional KPIs like reach, engagement, and sales are essential and will remain the same as other campaigns, understanding the unique impact of female athletes necessitates additional metrics. By analyzing audience demographics, social media growth, and sentiment, brands can gain deeper insights into campaign effectiveness. Moreover, tracking diversity and inclusion metrics helps assess the campaign’s broader influence. Unlike traditional endorsements, campaigns with female athletes often target specific demographics, prioritize social influence, and build long-term brand associations, necessitating ongoing measurement and evaluation to fully capture their value.”

From niche to mainstream

Lloyd Mathias noted, “In the last decade or so, we’ve had hugely successful female athletes, starting with Sania Mirza, then we had Saina Nehwal. Now, of course, there are a lot of cricket stars – Mithali Raj, Smriti Mandhana and Jemimah Rodrigues. Then there is shooter Manu Bhakar. It is having a very positive impact. Female stars are becoming huge in India. India’s women cricket team is among the best in the world today. Female stars are emerging in so many categories. Back then you had PT Usha, and then you had weightlifters Kunjarani Devi and Karnam Malleswari, who had done very well. In the orevious Olympics, we had a couple of boxers. Hence, we will see a lot more brands backing female athletes as they become popular, start winning medals, and bringing glory to the country.”

“The growing popularity and visibility of women’s sports have made female athletes powerful brand ambassadors,” said Siddhartha Singh, adding, “Their unique qualities and inspiring journeys resonate deeply with consumers, driving higher engagement and stronger brand connections. As more brands recognise this potential, partnerships with female athletes are set to become even more prevalent, offering a mutually beneficial relationship that enhances brand image and supports the athletes’ careers.”

Naresh Gupta observed, “The challenge that many brands debate is signing up a sports star versus a movie star. So, the only thing that the brands have to look for is how much is glamour important for the brand. The sports stars add a touch or realism, they are more believable and they generate a sense of trust in the brand.”

Kunal Khandelwal concluded by saying, “Brand partnerships are all about communicating the right message to the right audience through the right people. The growing audience for women’s sports represents a powerful demographic that aligns with our target market. By collaborating with inspiring female athletes, we can tap into their passionate fan base and connect with consumers on a deeper level. Female athlete partnerships have evolved from niche endorsements to mainstream marketing opportunities, offering immense potential to reach a wider audience and strengthen brand affinity.”