VISA, Nationwide & Degree are just a few of the brands who struck marketing gold, signing athlete endorsement deals with USWNT heroes prior to the big win!
“Anything you can do I can do better; I can do anything better than you!” You probably sang that line in your head just now, didn’t you? If you didn’t, you are now. You’re picturing Mia Hamm battling it out with Michael Jordan in their iconic marketing campaign, chugging Gatorade as they fight their way through different sports. If you have no idea what we’re talking about then you probably avoided televisions at all cost during the early 2000’s.
The 1999 World Cup victory by the USWNT helped fashion star player Mia Hamm into more than just a household name – she became an icon; a marketing force that is still recognized for her lucrative celebrity marketing campaigns during her illustrious career. On Sunday, several brands saw strategic athlete endorsement deals come to fruition as Carli Lloyd, Alex Morgan and the gang routed Japan to bring home the World Cup title.
Carli and Alex are America’s favorite new sports heroes, playing their way into that upper echelon of marketability that makes them extremely desirable for celebrity marketing campaigns. Carli’s herculean hat trick in the first 16 minutes of the World Cup Final has transformed her from mere mortal to soccer legend in a matter of seconds. Brands that took the low-risk, high-reward gamble to sign her to athlete endorsement deals prior to the World Cup Final are high-fiving their way to astronomical ROI’s right now.
Look at VISA – the financial giant signed Carli just a week before the final match against Japan. Could they predict their new brand ambassador would net 3 goals in the first 16 minutes? Most likely not. Did they see a promising Olympic Gold Medalist with the potential for a heroic performance on another global stage? You betcha.
If the boot fits right? This time it’s Carli Lloyd’s Golden Boot that’s going to provide VISA with some exciting storylines for upcoming marketing materials heading into the 2016 Olympic Games in Rio. This deal would’ve undoubtedly costed VISA much more had they waited to pursue her after the World Cup. Now they have THE star of the USWNT as the face of their brand for a fraction of what celebrities with half the influence are asking.
Alex Morgan was a no-brainer for companies willing to pay the price to garner the services of U.S. soccer’s most popular player. Her pop culture fame outside the world of sports helped her score athlete endorsement deals with major brands such as Coca-Cola, Nationwide, Chapstick and Degree. She’s got the charisma and appeal –the it factor– that’s necessary to become an influential celebrity spokesperson.
Fresh off a World Cup title, the U.S. Women’s National Team are the hottest American athletes heading into Rio. VISA, Nationwide and these other brands are going to lean on female celebrity spokespeople to tell their brand story in the coming months. Women’s empowerment campaigns have been some of the most celebrated ads in the last year. With women holding about 64% of the buying power in purchase decisions for average households, the female demographic is one that simply cannot be ignored.
Athlete endorsement deals aren’t the only new opportunities Carli, Alex, Abby Wambach and the other USWNT players with be entertaining in the next few months. Motivational speaking engagements, meet & greets, moderated Q&A sessions and more await for those who can make time in their busy training schedules. Sports Speaker Bureau can help your organization book an iconic athlete for speaking engagements, athlete endorsement deals, or other celebrity marketing initiatives such as social media marketing campaigns. Email us today at email@example.com or call (212)410-4243 to discuss how we can help you take your next marketing campaign or corporate event to the next level with a member of the USWNT.