In the evolving world of sport sponsorship, it’s easy to think that social media follower count is everything. After all, in an era dominated by likes, comments, and shares, brands often prioritise athletes with massive followings. But the truth is, when it comes to securing sponsorship deals, your value as an athlete it's defined by how many followers you have on social media.
For female athletes looking to build meaningful partnerships, it’s important to understand that brands are increasingly shifting their focus from superficial metrics to more meaningful indicators like engagement, community influence, and overall impact. At the Women's Sports Alliance, we know that a thriving athlete-brand relationship is built on authenticity, not just followers.
Here’s how you can demonstrate your true value to sponsors, even if your follower count isn’t the biggest.
1. ENGAGEMENT IS EVERYTHING
It’s not about how many people follow you; it’s about how deeply those people connect with you. Engagement rates (how often your followers like, comment on, share and save your posts) are much more telling than raw follower numbers. Brands are increasingly looking for athletes who generate meaningful interactions with their audience.
For example, if your posts about training, recovery, or personal challenges regularly spark conversations, inspire comments, or result in direct messages, that’s gold for brands. They want athletes who create a community.
Pro tip: When pitching to sponsors, highlight your engagement metrics (likes, comments, saves and shares per post) as well as any examples of how your audience has responded to your content in a way that aligns with the brand's values.
2. FOCUS ON A NICHE COMMUNITY
When it comes to brand partnerships, sometimes smaller is better. A smaller, more engaged community within a specific niche or interest can be far more valuable than a huge but unspecific following. Think of it this way: brands don’t just want visibility; they want relevance.
As a female athlete, your community could be fellow athletes, sports enthusiasts, or even individuals interested in health, fitness, and empowerment. Whether it’s sharing your journey as a professional athlete or providing tips on overcoming personal hurdles, the key is to position yourself as a leader and role model within your niche.
Brands are more likely to invest in athletes who are considered trusted voices in their communities rather than those with the biggest megaphones. Your unique audience gives you credibility that goes further than large follower numbers.
3. LEVERAGE THE POWER OF STORYTELLING
Brands don’t just partner with athletes, they partner with stories. Your journey as an athlete is unique, filled with challenges, victories, setbacks, and comebacks that no one else has experienced in quite the same way. The more you can weave your personal story into your online presence, the more attractive you’ll become to potential sponsors.
Athletes like Mary Earps have exemplified the power of storytelling. Beyond her triumphs on the field, her advocacy for equal gender representation in merchandise showcases the impact of authentic storytelling. She’s built a powerful personal brand by championing causes that resonate deeply with her followers. Brands want to associate with athletes who stand for something, and your story can be a powerful tool to demonstrate that.
Pro tip: Create content that highlights your personal journey. Whether it’s blog posts, Instagram Reels, or YouTube videos, tell the story of who you are, not just as an athlete, but as a person. This authenticity builds deeper connections with both your audience and potential sponsors.
4. DEMONSTRATE REAL-WORLD IMPACT
While digital engagement is important, don't underestimate the power of offline influence. Brands are increasingly valuing athletes who make an impact beyond social media. Whether you’re speaking at events, mentoring younger athletes, or working with local communities, these real-world contributions can be just as powerful when it comes to sponsorship.
Consider how you can showcase the ways in which you’re already making a difference. If you’re involved in charity work, youth coaching, or other forms of community leadership, that adds tremendous value in the eyes of brands.
Pro tip: Incorporate these real-world achievements into your pitch. Whether it’s through a media kit or a personal conversation, highlight the ways in which you are giving back or making an impact beyond the digital space.
5. FOCUS ON AUTHENTIC ADVOCACY
Sponsorship deals are no longer about simply endorsing products. Brands today are looking for athletes who share their values and can speak authentically to their audience about the partnership. Authenticity is the key to building long-lasting, meaningful brand relationships.
Take Heather Fisher’s recent partnership with Nikon as an example. The collaboration wasn't just about endorsing a camera; it was about using photography to explore themes of identity and self-expression, topics that were deeply personal to Heather as the athlete. This kind of authenticity resonated with her audience and showcased her values.
When approaching brands, think about how you align with their mission. Authentic advocacy means working with brands that share your values, whether that's sustainability, mental health awareness, or gender equality in sport. Your audience will see through any partnership that doesn’t align with who you are...and so will brands.
6. PRESENT THE FULL PACKAGE
When you approach a brand, it’s essential to position yourself as a complete package. Sponsors want to know how partnering with you can help their brand reach their goals, and that involves looking beyond the social media metrics.
Think of yourself not just as an athlete, but as a media channel, content creator, and brand ambassador. How can you amplify a brand’s message? Are you open to exploring new forms of content like podcasts, YouTube videos, or brand activations? Do you have ideas that you can take to the brand to help them achieve their goals?
Pro tip: When crafting a proposal, include more than just your social follower count. Highlight your engagement metrics, community involvement, storytelling ability, and the real-world impact you’ve made. Show potential sponsors the holistic value you can add to their mission.
TO FINISH: IT'S ABOUT BUILDING A MEANINGFUL PARTNERSHIP
As athletes, we have the power to influence, inspire, and connect with audiences in ways that brands cannot. By focusing on engagement, community building, storytelling, and authentic advocacy, you can showcase your true value to a brand.
At the Women's Sports Alliance, we’re here to help female athletes build meaningful, lasting relationships with sponsors. Sponsorship success is not about having the largest following, it’s about being the most impactful, the most engaged with, and the most authentic. By leveraging your unique story and influence, you can create powerful opportunities that resonate both on and off the field. For sponsorship or brand building support, get in touch today - jordan.guard@wsportsalliance.com.