Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
American, 27, Soccer
Still women’s soccer’s leading light, now a winner on two continents
Key partners: Nike, McDonald’s, Coca-Cola, Panasonic
2016 ranking: 12
When she swapped the Portland Thorns for National Women’s Soccer League (NWLS) newcomers Orlando Pride two years ago, Alex Morgan demonstrated a willingness to take risks and explore new markets, something that was only ever going to increase her appeal to global brands.
Her latest switch, a loan to French and European champions Olympique Lyonnais Féminin, further cements her status as the foremost among just a handful of truly global women’s soccer stars. Not only did the move add Division 1 Féminine and Uefa Women's Champions League medals to Morgan’s already hulking collection, but it opened her up to a burgeoning women’s soccer market in Europe.
“I will be immersed in a soccer culture that I believe is precisely what I need at this point in my career. It has always been a dream of mine to ‘live’ soccer and to compete in the Champions League.” – Alex Morgan, on her move to Olympique Lyonnais Féminin.
Perhaps the greatest demonstration of her marketability on that continent so far came not on the pitch, but in the form of her web series, entitled Rendez-Vous with Alex Morgan, which shows the star exploring Lyon and getting to grips with French culture. The videos have been by far the most popular on Lyon’s YouTube channel, showing Morgan as the affable American abroad, likeable and self-effacing.
This is the Alex Morgan her nearly five million Instagram followers know and love; the Alex Morgan who understandably proves irresistible to female-focused brands. AN