Professional shot subordinate Alex Morgan is the astir endorsed pistillate jock of 2022 with 27 marque deals, overtaking Ali Krieger, Serena Williams and Naomi Osaka aft placing 4th successful 2021.
In different striking development, brands showed involvement successful NIL assemblage athletes (now permitted to payment from usage of their “name, representation oregon likeness”). Hanna Cavinder, a defender with the Fresno State Bulldogs, debuted successful this year’s database astatine fig six. Her way to fame, on with her duplicate sister Haley, took the TikTok way wherever they person millions of followers. They are believed to person earned much than $1 cardinal from NIL deals.
The brands. Alex Morgan has struck deals with Coca-Cola, Google, Chipotle, Michelob Ultra and AT&T among others. The Cavinder sisters person been moving with sports, nutrition and apparel brands.
The database is based connected information collected by SponsorUnited, a planetary sports and amusement quality level and published successful its “Women successful Sports 2022” report. SponsorUnited tracks 700,000 sponsorships crossed 200,000 brands. Cavinder is the astir searched jock connected the platform, beating Williams and Morgan.
Dig Deeper: Integrate announces the recipients of its College Game Changers awards
Why we care. We’ve been pursuing the communicative of the selling opportunities created by the younker and authenticity of assemblage athletes for immoderate time, including their quality to link with younger consumers. That’s invaluable successful itself, and it’s besides bully to spot NIL athletes capable to construe their fame into dollars; colleges person been translating their endowment into dollars for years.
What’s fascinating present is the summation of societal media stardom to the mix. The Cavinder twins person implicit 4 cardinal followers connected TikTok unsocial — starring to a assemblage hoops defender being of much involvement to imaginable sponsors than a victor of 23 tennis expansive slams oregon a shot World Cup star.
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About The Author
Kim Davis is the Editorial Director of MarTech. Born successful London, but a New Yorker for implicit 2 decades, Kim started covering endeavor bundle 10 years ago. His acquisition encompasses SaaS for the enterprise, digital- advertisement data-driven municipality planning, and applications of SaaS, integer technology, and information successful the selling space. He archetypal wrote astir selling exertion arsenic exertion of Haymarket’s The Hub, a dedicated selling tech website, which subsequently became a transmission connected the established nonstop selling marque DMN. Kim joined DMN due successful 2016, arsenic a elder editor, becoming Executive Editor, past Editor-in-Chief a presumption helium held until January 2020. Prior to moving successful tech journalism, Kim was Associate Editor astatine a New York Times hyper-local quality site, The Local: East Village, and has antecedently worked arsenic an exertion of an world publication, and arsenic a euphony journalist. He has written hundreds of New York edifice reviews for a idiosyncratic blog, and has been an occasional impermanent contributor to Eater.
