This article looks at how top players use social media, what makes their strategies work, and why building a brand matters for athletes today. 

The power of a personal brand

When you think about a pink headband, there’s a good chance that one person immediately springs to your mind. Alex Morgan, the American football star, has become the prime example of how to build a brand as an athlete. Her special accessory made her easily recognisable, both on and off the field. “That pink headband became my signature, something I’ve worn since I was 18 years old”, Morgan recently said in an interview with The Athletic. Even before she rose to fame, the forward recognised the marketing power of her signature item and launched a cooperation with the brand producing it.

Morgan’s pink headband was particularly powerful as it combined her on-field presence with off-field business interests, Thilo Kunkel explains. As a professor of sports business at Temple University, he conducted extensive research on athlete branding. “If football players can leverage the platform they naturally possess – on the field – to expand their brand, that’s optimal”, Kunkel explains, speaking to The Rise of Women’s Football. However, it is important to note that a one-size-fits-all-solution does not exist. Some players, such as Aitana Bonmatí and Alexia Putellas, primarily share content relating to their on-field experiences. Alisha Lehmann, the most popular player on social media, has a radically different approach. The Swiss international rather focuses on her personal life. Lehmann’s example shows: The most popular players on social media aren’t necessarily the best athletes. Similarly, success on the field does not always translate into followers. It’s a huge advantage, but just the beginning.

Unique approaches from women’s football to building a brand

One notable example of a strong brand is Laura Freigang.  Freigang, who plays as a striker for Eintracht Frankfurt and the German national team, has become well-known both in Germany and internationally. During the Covid pandemic, she started experimenting with her first analog camera and soon launched Pictogang, a photography project. Her teammates are often featured, offering fans new insights: “People are interested in the stories behind the team. A small community has developed, which is really cool,” she explains in an interview with The Rise of Women’s Football.

Her passion for cameras and for capturing moments with friends soon turned into a business opportunity:  Her photobook, featuring images of the 2023 World Cup sold out in just eight minutes. “There’s real passion, and I think people value that”, Freigang explains. One teammate of Freigang’s shows a similar combination of passion and brand building: Linda Dallmann, a fellow German international, runs a separate account: stahlmannlinda. There, she shares gym and nutrition content, giving advice from her position as a professional athlete. From there, Dallmann launched here business, setting up individual training programmes. 

These examples highlight a key principle: players who develop something unique can build lasting recognition. As Thilo Kunkel puts it: “The secret to success is having a ‘unique brand.’ What is the players’ unique selling point?”

Why brand building matters for women’s athletes

A strong brand brings financial benefits. More followers mean better leverage for sponsorships and even influence on salaries. Athletes should have this in mind, also considering it when choosing between clubs. Having a strong presence on social media, Kunkel says, can give a club the edge in negotiations. Additional exposure means direct advantages for the athlete and the opportunity to grow their brand. 

Social media presence is not just about money, it also brings visibility. Megan Rapinoe, for example, became a household name and used her platform to speak before the US Congress. Influence goes beyond commercial deals – it creates space for advocacy and change. Athletes like Canada captain Jessie Fleming have used their platform to advocate for fighting climate change. 

In women’s sports, social media is often more than just a side activity. A big share of female athletes only make the minimum wage or even less. This can make it hard for them to concentrate fully on their sport. Sponsorship revenue and social media can be a real gamechanger, especially for less popular sports. Rugby player Ilona Maher put it best: “Some people may think: ‘She’s not serious, she’s posting on TikTok.’ No. I have to post on TikTok. That’s where I make most of my money.” At the 2024 Olympics, female athletes generated 61% of TikTok views among the world’s 50 most marketable athletes. The potential is huge.

Challenges on the way

As social media grows, reflecting on its darker sides is important. Female athletes face disproportionate abuse on social platforms, often targeting gender, sexuality, or race. The latest example was England’s Jess Carter, who temporarily left social media after receiving racial abuse during the UEFA EURO 2025. Athletes should prioritize their mental health and be careful about what they post. As Thilo Kunkel explains, female athletes are particularly often the victims of stalking.

For these reasons and the sake of professionality, many footballers rely on their agencies to manage their social media accounts. This can be a good solution for athletes who aren’t keen to invest time into social media. However, it often results in the same type of posts: football photos with generic captions like “+3” or “We go again.” That makes it hard to stand out.

Social media for athletes – a career tool, not an add-on

For today’s women’s footballers, social media is not an add-on, it is a career tool. It creates financial independence, builds recognition, and allows athletes to influence society.

Success on the field remains the foundation. But building a brand off the field is now just as important. And in many cases, it can be the key to lasting impact – long after the final whistle. Paradoxically, one of the best ways to build a brand is not to do it on purpose. As fans feel a real connection to the athlete, sponsorship opportunities and growth will come naturally along the way.

Text: Helene Altgelt