How international women footballers are redefining brand power

Women’s football has entered a new chapter with the start of the UEFA European Women’s Championship, drawing renewed attention to a sport that has steadily become one of the most commercially dynamic arenas in global sport. No longer merely a sidelined or symbolic equity play, women’s football now represents a high-engagement, high-ROI opportunity for brands and investors alike. In six key markets, Australia, France, Germany, Spain, the UK, and the US, 54% of people aged 16–64 express interest in the sport, translating to an addressable audience of 196 million. But the significance extends beyond viewership. Sponsorship, rather than media rights, now drives the sport’s revenue engine, with every $1 invested in elite women’s sport generating an average of $7.29 in customer value.

At the centre of this commercial evolution are the players. Their brand value is shaped by a four-pillar framework: Athletic Capital (on-field performance and accolades), Commercial Capital (salary and sponsorships), Digital Capital (social media reach and engagement), and Cultural Capital (advocacy, values, and entrepreneurial initiatives). Unlike in the men’s game, where club salaries make up the bulk of income, 74% of top-earning female athletes’ revenue comes from endorsements. As the tournament spotlights top talent across Europe, here are ten international players who exemplify the evolving brand power of women’s football and how they’re shaping the sport’s wider commercial and cultural impact.

Aitana Bonmatí (Spain / FC Barcelona)

Bonmatí is the undisputed on-pitch standard-bearer, winning the Ballon d’Or Féminin (2023, 2024), FIFA Best Player (2023, 2024), and the World Cup Golden Ball in 2023. Her salary at Barcelona is reportedly £830,000, the highest in the women's game. Commercially, she holds a record-breaking deal with Adidas, who also invested in her grassroots club, CD Ribes, positioning the deal as both elite sponsorship and community development. Her portfolio includes Grupo Bimbo, Alpro, EA Sports (as an FC 25 cover star), and a self-launched eyewear line, AB Sunglasses. With 3.3 million Instagram followers and high engagement, Bonmatí is a premium-tier athlete brand built on excellence and authenticity. She also serves as ambassador for UNHCR and the Johan Cruyff Foundation, aligning her cultural capital with global humanitarian narratives.

Alisha Lehmann (Switzerland / Juventus)

Lehmann’s 16.7 million Instagram and 12 million TikTok followers make her the most-followed female footballer globally. Her content drives 7% engagement and an estimated £241,314 in media value per branded post. Commercially, she partners with Adidas, EA Sports, Prime (as their first female athlete signing), boohooMAN, and Boomerang Sportsbook. Her marketability transcends match minutes; she had limited Euro 2025 game time yet retained top-tier sponsorship appeal. By bringing football, fashion, and beauty content, she’s broken into Gen Z and creator economy circles. Lehmann is also a vocal advocate for gender pay equity and body positivity, adding social resonance to her commercial magnetism.

Alexia Putellas (Spain / FC Barcelona)

Putellas is “La Reina” of modern women’s football. With two Ballon d’Ors (2021, 2022), two FIFA Best awards, and a World Cup trophy, her Athletic Capital is secure. She earns approximately £583,000 annually and holds a signature deal with Nike, complete with personal logo and bespoke apparel line launching in 2026. Other partnerships include Mango, Topps, and Allianz. Her Eleven Foundation, launched post-injury, funds girls’ football initiatives in Colombia, marking a shift into athlete-led philanthropy. On Instagram, she commands 3.3 million followers with a 12% engagement rate, translating to an average £88,853 per branded post. Her brand blends legacy, leadership, and luxury positioning.

Sam Kerr (Australia / Chelsea)

Kerr’s pan-continental success, Golden Boot wins in the W-League, NWSL, and WSL, makes her one of the most prolific forwards globally. In 2023, she was Ballon d'Or runner-up. Her reported £448,000 salary is complemented by a $1 million Nike deal and a $600,000 partnership with Mastercard. She became the first female footballer to appear on the global EA Sports FIFA cover in 2023. With 1.8 million Instagram followers and global sentiment metrics, her reach is both deep and geographically diverse. Kerr’s entrepreneurial venture, Sam Kerr Football, includes school programs and a government-backed training facility in Perth, cementing her as both athlete and ecosystem builder.

Mary Earps (England / PSG)

A double FIFA Best Goalkeeper winner and Golden Glove recipient at the 2023 World Cup, Earps’s Athletic Capital is unchallenged in her position. Her commercial surge began when Nike failed to release her replica jersey, prompting public backlash, 71,000 petition signatures, and grassroots activism. The controversy generated an estimated $397,000 in media value for Nike. Since then, she’s signed with Puma, Nutriburst, NOCCO, and Mark Hill Hair. Earps has 1.2 million Instagram followers and over 870,000 on TikTok. She also featured in GQ and Vogue, underscoring her cultural footprint beyond sport.

Trinity Rodman (USA / Washington Spirit)

Rodman became the highest-paid player in NWSL history at age 20 with a £1 million contract extension. On the field, she’s an Olympic gold medallist, Rookie of the Year, and Ballon d’Or nominee. Her endorsements include Adidas, Google Pixel, Oakley, and Youth Athletes United. She authored and illustrated a children’s book, 'Wake Up and Kick It,' in partnership with Adidas. With nearly 600,000 Instagram and 287,000 TikTok followers, she’s building influence while maintaining a growth-first strategy. Rodman’s brand is youth-driven, tech-aligned, and creatively diverse, marking her as a prototype for the future athlete-entrepreneur.

Alex Morgan (USA / San Diego Wave)

A veteran with two World Cup titles and an ESPY Icon Award, Morgan is still a commercial force with 21 active endorsement deals, the most among 2023 Women’s World Cup players. Her Instagram following exceeds 10 million, with high engagement and cross-generational appeal. She’s worked with Coca-Cola, Nike, Anheuser-Busch, and Hublot. Morgan is also a co-founder of TOGETHXR, a media platform spotlighting women’s sports stories. Her sustained brand equity is a rare blend of mainstream popularity, business acumen, and activist voice for gender equality in sport.

Keira Walsh (England / FC Barcelona)

Walsh commands respect for her consistent midfield excellence, contributing to two Champions League wins and England’s Euro 2022 title. She earns around £380,000 at Barcelona. While not a dominant digital figure—her Instagram presence is relatively low, her public persona is anchored in humility and team-first ethos. Her Inspirational Role Model Award in 2023 signalled brand potential in education, leadership, and mentorship sectors. Currently under-leveraged, Walsh presents white-space opportunity for values-based partnerships, particularly in education, wellness, or public service sectors.

Lauren James (England / Chelsea)

Lauren James, recently named England’s 2023 Player of the Year, is emerging as one of the most marketable young talents in women’s football. A standout performer in the WSL and on the international stage, James has attracted a growing portfolio of sponsorships that signal her rising brand value. She holds partnerships with Nike, Google Pixel, Optimum Nutrition UK, Barclays, and Sure, and also serves as an ambassador for GoHenry, a financial product aimed at children. Most recently, she joined Cadbury as a brand ambassador and has featured in high-profile campaigns for Pepsi and Walkers.

While her commercial and social media presence is still evolving, brands are clearly betting on her long-term potential. James’s appeal lies in her youth, distinctive playing style, and strong resonance with Gen Z audiences. As she continues to gain visibility both on and off the pitch, she is well positioned to become a multi-dimensional brand force by the next World Cup cycle.

10. Naomi Girma (USA / Chelsea)

Naomi Girma is steadily emerging as a valuable brand presence in women’s football, with a growing portfolio of partnerships across diverse sectors. She currently holds endorsements with Allstate, Amazon Kindle, Kaiser Permanente, Siete Foods, and Coca-Cola, the latter highlighted through the "My Biggest Fan" video series. Her collaborations span categories such as auto insurance, electronics, healthcare, and consumer food products, reflecting a broad and socially conscious appeal.

In 2024, Girma made headlines with her £890,000 transfer to Chelsea, the highest fee ever paid for a defender in the women’s game, underscoring her rising stature on the pitch. Known for her composure and leadership, she remains in the early stages of commercial brand building. However, her consistent advocacy for mental health and community issues positions her as a strong candidate for cultural capital growth. While still under-commercialised compared to peers, Girma offers a values-driven profile that aligns well with brands focused on purpose, health, education, and long-term social impact.

Together, these players show us how brand equity in women’s football is no longer anchored in legacy names alone. Whether through digital reach, off-field ventures, cultural resonance, or sheer footballing excellence, each of these athletes offers a unique market proposition. As valuations rise and the market matures, the smartest brand plays will be those rooted in narrative, values, and cross-sector creativity—where football becomes not only a game, but also platform for purpose and profit alike.

 

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