According to a report by Brand Equity, the number of advertisements featuring women sports celebrities in India increased by 30% in the second half of calendar 2022 compared to the first half. In contrast, there was a 3% decline in ad volumes featuring male sports celebrities during the same period, though on a much larger base.
The report suggests that the rise of women’s sports celebrities as brand endorsers is driven by two main factors. Firstly, their dominance and performance in specialised domains of sports, and secondly, their extensive social media presence, which makes them easily recognisable by a new generation of consumers.
The Celebrities
THe prominent female sports celebrities in 2022 were:
PV Sindhu – Badminton player
Shafali Varma – Cricketer
Mithali Raj – Cricketer
Aanchal Thakur – Skier
Nikhat Zareen – Boxer
Gurjit Kaur – Hockey player
These women have achieved great success in their respective sports and have become role models for young girls and women interested in pursuing a career in sports. Their increased visibility in advertisements and other media platforms helps to promote and encourage women’s sports, as well as contribute to breaking down gender stereotypes in sports.
What does this jump in visibility mean?
The 30% hike in the number of advertisements featuring women sports celebrities is a positive development for sportswomen. This trend indicates that brands and advertisers are recognising the value and appeal of women athletes as endorsers and role models. It provides greater visibility and recognition for women in sports, which can encourage more girls and women to participate in sports and pursue careers in this field.
Moreover, this increase in brand endorsements can also provide a financial boost for female athletes, as they have historically received less sponsorship and endorsement opportunities compared to their male counterparts. This can help support their training and development, as well as raise the profile of women’s sports more broadly.
This trend towards greater recognition and endorsement of women in sports is a positive step towards gender equality and empowerment in sports, and it is hoped that it will continue to grow in the future.
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