In the ever-evolving landscape of women’s sport, social media has become a powerful tool for athletes to amplify their voices, connect with their audiences, and build personal brands. While no two athletes are the same, the eight most followed female athletes on Instagram all share a common thread: they are authentic. Each profile reflects the athlete’s true self, allowing them to connect with their followers on a deeply personal level.
Here’s what we can learn from these women, both on and off the pitch:
8. MEGAN RAPINOE: THE ADVOCATE FOR CHANGE

Former USA Women’s National Team Soccer Player and Gender Equity Advocate.
Posts per week: 2
Most common post type: Her podcast content.
Brand overview: Megan uses her platform as a megaphone for social issues. By posting about her podcast, advocacy work, and public appearances, she positions herself as a leader for equity and justice.
What we can learn: Use your platform to stand for something bigger than yourself. Advocacy and purpose resonate strongly with audiences.
7. ILONA MAHER: DOWN-TO-EARTH AND HILARIOUSLY ENTERTAINING

Ilona Delsing Rosa Maher OLY is an American rugby union player. As of December 2024, she has signed for Bristol Bears in the Premiership Women's Rugby league and began playing for them in January 2025. She won bronze with the United States in rugby sevens at the 2024 Paris Olympics.
Posts per week: 21
Most common post type: Reels showcasing her off-field personality and behind-the-scenes moments.
Brand overview: Illona’s Instagram is like hanging out with your funniest mate. Her hilarious content and authentic personality make her relatable and entertaining.
What we can learn:
What we can learn: Don’t be afraid to let your personality shine. Whether it’s through humour, quirkiness, or vulnerability, showing who you are builds loyalty and love from your audience.
6. RAYSSA LEAD: THE ACHIEVER ON AND OFF THE RAMP

Jhulia Rayssa Mendes Leal is a Brazilian professional skateboarder who won a silver medal in women's street skateboarding at the 2020 Summer Olympics and a bronze medal at the 2024 Summer Olympics
Posts per week: 2
Most common post type: Carousels from corporate events and skate competitions.
Brand overview: Rayssa positions herself as an achiever, using her platform to highlight her accomplishments in skateboarding and beyond.
What we can learn: Celebrate your achievements proudly, but balance them with a personal touch to keep your audience engaged.
5. SIMONE BILES: BEYOND THE GYMNASTICS ARENA

Simone Arianne Biles Owens is an American artistic gymnast. Her 11 Olympic medals and 30 World Championship medals make her the most decorated gymnast in history. She is widely regarded as one of the greatest gymnasts of all time and one of the greatest Olympians of all time. In 2024, she was announced as the world’s most marketable athlete by SportsPro for a second time (the first was in 2021).
Posts per week: 7
Most common post type: Behind-the-scenes carousels.
Brand overview: Simone’s Instagram is a window into her life as a global icon. Her content showcases her achievements, but also her personal life, Netflix documentary, and television appearances.
What we can learn: Let your followers see the person behind the athlete. Sharing your life beyond the field can strengthen your connection with your audience.
4. SANIA MIRZA: HUMOUR, COURAGE AND PROUD INDIAN HERITAGE

Sania Mirza is an Indian former professional tennis player. A former doubles world No. 1, she won six major titles – three in women's doubles and three in mixed doubles. From 2003 until her retirement from singles in 2013, she was ranked by the Women's Tennis Association as the No. 1 Indian in singles.
Posts per week: 5
Most common post type: Humorous lifestyle reels.
Brand overview: Sania blends humour and grace, connecting with her audience through reels that are lighthearted yet culturally rooted.
What we can learn: Don’t underestimate the power of humour and relatability. It can humanise even the biggest celebrities and bring you closer to your audience.
3. ALISHA LEHMANN: LIVING LIFE TO THE MAX

Alisha Debora Lehmann is a Swiss professional footballer who plays as a forward for Serie A club Juventus and the Switzerland national team.
Posts per week: 4
Most common post type: Lifestyle photos.
Brand overview: Alisha’s profile exudes cool confidence. From her travels to her fashion choices, her posts reflect a life lived to the fullest.
What we can learn: Showcasing your personality and passions outside of sport makes your content relatable and engaging.
2. KEY ALVES: CHEEKY, EXCITING AND UNAPPOLGETICALLY FEMININE

Keyla Alves Ramalho, better known as Key Alves, is a Brazilian volleyball female player, model and businesswoman. She play as a libero and her club is the LOVB Houston of LOVB Pro of the United States, previously played in the Club Osasco of Serie A Women's Volleyball from Brazil.
Posts per week: 5
Most common post type: Modelling photos.
Brand overview: Key’s brand is unapologetically bold. She blends the grit of a volleyball star with the glamour of modelling, embracing her femininity while showcasing her multifaceted life.
What we can learn: Authenticity means embracing all sides of who you are. Whether it’s athleticism, creativity, or glamour, leaning into your uniqueness is a winning strategy.
1. SERENA WILLIAMS: THE QUEEN OF ELEGANCE AND MOTIVATION

Serena Williams (born September 26, 1981, Saginaw, Michigan, U.S.) is an American tennis player who revolutionised women’s tennis with her powerful style of play and who won more Grand Slam singles titles (23) than any other woman or man during the open era.
Posts per week: 4
Most common post type: Reels capturing snapshots of her life - family, training, and work.
Brand overview: Serena’s Instagram mirrors her legacy. It’s an extension of her iconic career: elegant, motivated, and genuine. Whether she’s with her family or sharing moments from her entrepreneurial ventures, Serena shows us how to stay grounded while achieving greatness.
What we can learn: Your social media can reflect all aspects of your life, from your professional achievements to your personal values. Authenticity resonates.
THE COMMON DENOMINATOR: AUTHENTICITY WINS
From Serena’s elegance to Illona’s humour and Megan’s advocacy, these women prove that success on Instagram doesn’t come from copying others. It’s about staying true to yourself and finding ways to connect authentically with your audience.
It’s also worth noting that all eight of these athletes have achieved greatness in their sports. Their success on the pitch elevates their profiles online, creating a feedback loop where their sporting and personal brands strengthen each other.
TAKEAWAY FOR FEMALE ATHLETES
Whether you’re just starting out or looking to refine your social media strategy, the key to building a powerful presence online is simple: be yourself. Show your personality, your achievements, and your passions, and your audience will follow.
At the Women’s Sports Alliance, we’re here to help female athletes thrive in all commercial areas of your career. Need support with personal branding? Reach out to us today.