Logos. They are more than just a design. They are a culture, a message and values all rolled into one and form an identity. They are almost always a person’s first interaction with a brand. Each sector has logos that are the leaders whether that’s in fashion, food & beverage, sports teams or athletes.
Focusing on the latter, some brands created the brand of the athlete they work with. The most prominent example is the Jordan brand. Born within Nike, the Jordan brand/Jumpman has become more than sportswear and is now a fashion statement among certain demographics.
If we continue with Nike, the CR7 (Cristiano Ronaldo) brand is probably the next project that can reach the levels of the Jordan brand as the Portuguese star is edging towards the end of his career. Nowadays, with influencer marketing being a driver of brand campaigns, how many athletes do you think have their own brand logo? And even in more focus, how many female football players are building their own brand and identity?
Recently, Forbes published a list of social media’s most-followed athletes. This study focused on athletes across 10 different sports and on engagement and interaction metrics on Instagram, Facebook and Twitter for the first six months of 2019.
Out of the 14 athletes with over a 100 million interaction 9 were football players. Who were they? Cristiano Ronaldo, Leo Messi, Neymar Jr., Kylian Mbappe and Mohamed Salah. What do they all have in common? Their own brand logo.
When looking at the 10 different sports that were analysed only one features female athletes, tennis. The legendary Serena Williams was the highest ranked tennis player on the list with Naomi Osaka rounding up the tennis top 5 list.
Serena Williams also has her own brand and website and back in 2015 Nike created a line of fashion to celebrate Serena’s greatness featuring a specifically designed logo. While Naomi Osaka does not have her own logo she does have her own website to extend her brand identity beyond social media. Nowadays, it is up for debate whether athletes need a website given the amount of traffic and interaction they generate on social media.
A female football star that has embraced a website is the USA and Orlando Pride striker, Alex Morgan. One of the first things that are noticeable on Morgan’s homepage is a logo that could fit within Luxury or Fashion. Another women’s football star that created her own logo is the Arsenal Women and Netherlands forward Vivianne Miedema. In an Instagram post back in May this year she revealed the logo and commented:” My brand new logo, my journey, my way”.
In a sport that is trying to grow its viewing numbers, commercial revenue and recognition, the current conditions of sports marketing present female footballers with a space to grow into and increase their own brand value.
Of course, the top women football players have different online following figures than the top men football players but there enough players out there with an online fanbase to make an impact.
When an athlete has its own logo it opens doors for potential licensing deals with brands in other sectors. It will help condense the athlete’s value in one recognisable image and most importantly, it keeps people curious as to what’s behind it, what’s the story, and women’s football has so many stories to tell.