What makes a female athlete commercially valuable? Is it a massive social media following, strong engagement, or elite sporting performance? The truth is, commercial success in sport isn’t one-size-fits-all. Different athletes bring different strengths to the table, and brands look for a variety of factors when choosing who to sponsor.
To highlight this, we’re profiling three female athletes; each excelling in a different area of commercial value. Aitana Bonmatí dominates through elite performance, Chloe Kim leverages social media and audience engagement, and Jazmin Sawyers thrives through authenticity and niche influence. Here’s what makes them commercially valuable and how you can apply their strategies to your own career.
THE ELITE PERFORMER: AITANA BONMATÍ
Success on the field (or pitch, court, or track) is the most traditional route to commercial value. Aitana Bonmatí, the 2023 and 2024 Ballon d’Or Féminin winner, has proved that elite performance brings sponsorships, credibility, and mass media exposure. Her dominance for both FC Barcelona and Spain has placed her in the global spotlight, attracting partnerships with brands like Nike and Cupra.
For athletes looking to replicate this path, the key is maximizing visibility. If you’re performing at the highest level, ensure your success is well-documented. Share your achievements across social media, engage in interviews, and highlight your accolades. The more media coverage you receive, the more brands will see your value.
THE SOCIAL MEDIA POWERHOUSE: CHLOE KIM
Chloe Kim’s commercial appeal extends far beyond the snowboarding world. With over a million Instagram followers and a 3.65% engagement rate, she has mastered the art of social media influence. Brands like Monster Energy, Nike, Roxy, Breitling, and Mammoth Mountain recognize the value she brings, not just as an elite athlete but as a relatable and engaging digital personality.
For athletes wanting to follow in Chloe’s footsteps, the key is consistency and authenticity. Posting regularly, engaging with followers, and showcasing personality beyond sport helps build a loyal audience. Brands want athletes who don’t just have followers but who can genuinely influence and connect with them.
THE AUTHENTIC NICHE LEADER: JAZMIN SAWYERS
Jazmin Sawyers has built an incredibly strong personal brand that goes beyond her performance in track and field. As a long jumper, singer, and advocate for women in sports and wellbeing, she embodies authenticity, attracting sponsorships from brands that align with her values. Rather than chasing mass appeal, she has carved out a niche, making her a valuable asset to brands looking for genuine storytelling and influence.
If you’re an athlete looking to build commercial value in this way, focus on what makes you unique. What’s your story? What causes do you stand for? Brands love athletes who have a clear identity and mission beyond sport, because authenticity is something audiences connect with.
WHAT CAN YOU DO NEXT?
Track Your Commercial Value – Start monitoring key metrics like social media following, engagement, and media exposure. The more data you have, the better you can showcase your value to brands.
Amplify Your Strengths – Whether it’s elite performance, social media influence, or niche authenticity, double down on what makes you valuable. Lean into your strengths and let brands see what sets you apart.
Build Brand-Ready Content – Think about how brands see you. Show your personality, tell your story, and create content that aligns with potential sponsors. Consistency and authenticity are key.
By understanding the different routes to commercial success and applying these strategies, you can position yourself as an athlete brands want to work with. The opportunities are there, it’s all about knowing how to showcase your value.