Queen of social media: Nati player Alisha Lehmann outshines everyone

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Market research firm Nielsen conducted research into the following of female soccer stars on social media. The results are promising for the sport and the potential for sponsors is huge. Alisha Lehmann (24) is a Swiss player who tops the list of most influential footballers.

According to the company’s calculations, the resident of Bern is by far the most influential influencer in women’s football, with 13.4 million followers and a growth of 75 percent over the past year. In second and third place are Alexia Putellas (29, Spain) and Alex Morgan (33, USA), two of the best and most famous athletes. According to Nielsen, the potential for sponsorship in women’s sports is a lot higher because female athletes on average have fewer followers than their male counterparts, but they interact with them a lot more. The so-called commitment rate, for example, is just under seven percent for Lehmann, and even more than 30 percent for Germany’s rising superstar, Jule Brand (20). Among male colleagues, Nielsen calculated that fans connect with their stars less than five percent of the time.

Lehmann’s messages are worth a lot of money

According to various studies, user trust in influencer ads is 71 to 80 percent. This enormously high potential can be interesting for sponsors, because the combination of trust and commitment makes female footballers like Alisha Lehmann or Alexia Putellas perfect for selling products. “This is a great opportunity for brands,” said Jon Stainer, general manager of Nielsen Sports.

This potential is visible in the calculated media values ​​per message. Here too, the Swiss woman is the ultimate: when Lehmann launches a product, her mail has an average value of 300,000 dollars, or about 270,000 Swiss francs. If you apply these calculations to the top ten most influential female footballers, each post is worth an average of CHF 60,000.

The reach and engagement rate could be a game changer for women’s football ahead of the World Cups in Australia and New Zealand from July 20 to August 20. With the existing possibilities and potential of social media, companies can reach younger generations, help the stars to gain more exposure and thus automatically bring sport much wider into society. And who doesn’t like to remember how the greats brought them into the sport. (nsa)

Source : Blick