The female soccer players who participate in the Women’s World Cup in Australia and New Zealand are not only exceptional athletes, but often also very popular on social networks. Posts from top players on Instagram are sometimes worth tens of thousands of dollars to commercial companies. AD Sportwereld shines a light on some of the biggest World Cup influencers for you.
Alisha Lehmann (Switzerland) – 13.7 million followers
She may not be the most famous soccer star, but 24-year-old Alisha Lehmann is the absolute queen of women’s soccer in terms of Instagram followers. She has more followers than her compatriot Roger Federer (11.9 million), but Frenkie de Jong (12 million) and Jack Grealish (8.5 million) also have fewer followers. Lehmann’s following exploded especially last year when she had a relationship with Brazil international Douglas Luiz, who also plays for Aston Villa. Prior to that, Lehman had a relationship with Ramona Bachmann (Paris Saint-Germain), eight years his senior, who has already played 130 international matches for Switzerland and was Lehmann’s teammate for six years in the national team. Bachmann now has 202,000 followers, Douglas Luiz has 965,000.
The Swiss striker is certainly not one of the best players in the English Women’s Super League, but she is immensely popular off the pitch. According to a study by SportsPro Lehmann’s posts have six times more social media engagement than any other player. Total commitment messages from the international on 40 occasions is as large as half that of all World Cup participants combined. An advertising message with Lehmann on Instagram is therefore “worth” an average of 280,000 euros for the company in question.
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The online attention she receives also has a downside, she said earlier this year. She hopes fans will follow her mainly because of her football career, and not just because of her looks. “Some people don’t even know that I play football. I am a good soccer player and I work hard every day.
Alex Morgan (USA) – 10.1 million subscribers
The two-time world champion from the United States has long been the most followed football star on Instagram, but now ranks second when it comes to followers. As well as scoring goals for the United States (121 in 207 international appearances), she writes children’s books and appears regularly on television. She is also a mother to daughter Charlie Elena Carrasco since May 7, 2020, who often followed her mother to training camps and competitions for years.
His influence off the pitch is enormous. For example, Morgan helped design the logo for the 2028 Olympics in Los Angeles and a large statue of Morgan currently stands in New York promoting the FIFA Women’s World Cup. By the magazine TIME wshe was named one of the 100 most influential people of 2019. An Instagram post of the 34-year-old woman filled with branded content is therefore worth almost 50,000 euros on average.
Alexia Putellas (Spain) – 2.9 million followers
Lehmann and Morgan are way above the rest of the female soccer players when it comes to Instagram followers. Alexia Putellas has over 7 million fewer followers than Morgan. The FC Barcelona attacking midfielder won the Ballon d’Or in 2021 and 2022 but missed much of last season due to a serious knee injury she suffered the day before the Premier League. Europe last year in England. This gave her the opportunity to increase her reach on Instagram. According to the BBC, she has gained more than a million new subscribers over the past year. An advertising message from Putellas on social networks generates an average value of more than 100,000 euros.
Putellas left Spanish national team training on Monday morning. It’s unclear if it has to do with an injury and if she can play against Costa Rica on Friday. A post from last Tuesday suggests she’s right there. “Let’s get started,” she wrote. As the World Cup approached, Putellas stood out on Instagram with photos of her pink hair, but her blonde hair can now be seen again.
Megan Rapinoe (USA) – 2.1 million subscribers
American Megan Rapinoe is one of the most famous World Cup players. The 38-year-old colorful striker has announced her retirement and will play for the last time at the tournament in New Zealand and Australia. She is going there, just like Morgan, for her third world title. Rapinoe made a name for herself in the summer of 2019, when she scored in the World Cup final against the Netherlands (2-0) and then, certainly not for the first time, strongly criticized the president of the time, Donald Trump. A visit to the White House in Washington was therefore not possible for the world champions.
Fortunately for her 2.1 million followers, she is very active on social networks, where she discusses many social topics in addition to football. For example, she pays a lot of attention to equality, the fight against racism and she is a figurehead of the LGBTQ+ community. Since 2016, she has been in a relationship with basketball star Sue Bird (42), who became a five-time Olympic champion with the United States and ended her impressive career last year.
Like Morgan, she went through TIME included in the list of the most influential people, but for the year 2020. She also received the Presidential Medal of Freedom, the highest civilian honor in America. In total, this makes a message from Rapinoe with an average value of 15,000 euros.
The powers of Instagram
Brazilian Marta Vieira da Silva (2.6 million followers), Canadian Jordyn Huitema (1.6 million followers) and Australian Sam Kerr (1.2 million followers) are also big names in the influencer world. women’s soccer. Their Instagram posts are worth 11.5 thousand euros, 80 thousand euros and 20 thousand euros, according to Nielsen InfluenceScope.
Lieke Martens is the biggest player on Instagram of the Orange Lionesses. She regularly posts commercials for commercial evenings on her channel. For example, it works with the chip manufacturer Lays and the jewelry company ZINZI. It’s unclear exactly how much Martens’ posts are worth, but considering his 1.2 million Instagram followers, his posts will also represent some nice value.
Data scientists from the American company Nielsen calculated Influence Scope on the basis of engagement, a term that refers, among other things, to the number of likes and reactions that a message receives, the so-called “value”. messages from famous footballers on Instagram.
They not only post vacation snaps and family portraits on their Instagram page, but also brand content: content for which the creator has been paid by a business partner. Indeed, the influencer “advertises” for a company and receives remuneration for it. It can be money, but also something else of value. The impact of a message differs according to the influencers, but the amounts are considerable.
The amounts above indicate the “value” that a message generates for the companies concerned. It’s unclear how many players themselves end up with these messages.
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