{"id":24331,"date":"2025-05-14T21:16:48","date_gmt":"2025-05-14T21:16:48","guid":{"rendered":"https:\/\/www.tun.com\/home\/?p=24331"},"modified":"2025-05-14T21:17:58","modified_gmt":"2025-05-14T21:17:58","slug":"insights-on-social-media-branding-for-professional-women-soccer-players","status":"publish","type":"post","link":"https:\/\/www.tun.com\/home\/insights-on-social-media-branding-for-professional-women-soccer-players\/","title":{"rendered":"Insights on Social Media Branding for Professional Women Soccer Players"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-uagb-blockquote uagb-block-e7eb3fc3 uagb-blockquote__skin-border uagb-blockquote__stack-img-none\"><blockquote class=\"uagb-blockquote\"><div class=\"uagb-blockquote__content\">A University of Kansas study unveils the impact of shared social media accounts on European women soccer players\u2019 followings, revealing hidden gender disparities and offering insights for improving athletic branding.<\/div><footer><div class=\"uagb-blockquote__author-wrap uagb-blockquote__author-at-left\"><\/div><\/footer><\/blockquote><\/div>\n\n\n\n<div class=\"wp-block-group is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-b0ffac9c wp-block-group-is-layout-flex\"><div style=\"font-size:16px\" class=\"has-text-align-left wp-block-post-author\"><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\">The University Network<\/p><\/div><\/div>\n\n\n<div class=\"wp-block-uagb-social-share uagb-social-share__outer-wrap uagb-social-share__layout-horizontal uagb-block-ee584a31\">\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-ec619ce7\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/www.facebook.com\/sharer.php?u=\" tabindex=\"0\" role=\"button\" aria-label=\"facebook\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M504 256C504 119 393 8 256 8S8 119 8 256c0 123.8 90.69 226.4 209.3 245V327.7h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.3 482.4 504 379.8 504 256z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-32d99934\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/twitter.com\/share?url=\" tabindex=\"0\" role=\"button\" aria-label=\"twitter\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-1d136f14\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/www.linkedin.com\/shareArticle?url=\" tabindex=\"0\" role=\"button\" aria-label=\"linkedin\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Women\u2019s professional soccer has garnered increasing attention over the last decade, complemented by the rise of social media as a pivotal tool for athletes to enhance their personal brands. A new study by the University of Kansas sheds light on how professional women soccer players in Europe leverage social media for brand promotion and how various factors, such as their teams&#8217; social media strategies, influence their online popularity.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The research, led by Nataliya Bredikhina, an assistant professor of sport management at KU, reveals surprising outcomes. According to the study, when a women\u2019s soccer team shares its social media presence with a men\u2019s team, the move adversely impacts the women players&#8217; followings.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIntuitively, you\u2019d think when men and women are branded together on one account it would be good,\u201d Bredikhina said in a news release. \u201cIt exposes them to a larger audience and more followers. But it actually has the opposite effect. It verifies, essentially, the same gender discrimination we see online and in society.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bredikhina, who specializes in athletes&#8217; branding, conducted two comprehensive studies analyzing the Instagram activity of European women soccer players. The research reviewed posts from the end of the 2020-2021 season and a three-month period during the 2021-2022 season, evaluating how a team\u2019s branding, media presence and market size affect the players\u2019 online influence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first study established that team verification, indicated by an official &#8220;check mark,&#8221; positively impacted both the team\u2019s and players\u2019 followings and engagement. However, joint social media accounts for men\u2019s and women\u2019s teams led to a decrease in followers for women players.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The second study delved deeper into teams&#8217; branding strategies, confirming that media use and verification significantly bolstered athletes&#8217; Instagram accounts. Nonetheless, teams with combined accounts notably posted more about men\u2019s teams, making it harder for women athletes to achieve verification and equal attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have to be conscious here that verification helps grow status. Media has influence over who can get those check marks,\u201d Bredikhina added. \u201cGaining prominence as a woman athlete is much harder. Accounts that are already more heavily promoted get continued attention and get recommended by the algorithms. It\u2019s like the rich getting richer.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Interestingly, the study found that a team\u2019s ranking and geographic market size had no significant effect on athlete followings. Bredikhina proposed that this might be due to in-person attendance not affecting Instagram follow activities or players transferring between teams influencing their regional popularity. These findings highlight areas for future research.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bredikhina emphasized that these insights could bridge gaps in existing research on athletic branding and assist teams and athletes in refining their social media strategies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cTraditionally in sport management there is an overemphasis on male athletes\u2019 brands,\u201d she added. \u201cIt can also sometimes be generalized that what happens in men\u2019s sports applies to women\u2019s sports as well. Social media these days is often looked at as a proxy to athletes\u2019 lives, and it is highly important to the monetization of brands. Women have not been the focus of these studies.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For women athletes, understanding and enhancing their branding strategies is crucial, especially given the ongoing pay disparity with their male counterparts. Improved marketing approaches could significantly benefit clubs and athletes alike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMaking the investment to have dedicated accounts for women\u2019s teams and to post about them more frequently should not be hard for teams to do and could help build a team\u2019s brand, which can spill over to the athlete,\u201d Bredikhina concluded. \u201cIt could also help women boost their careers and give insight on how to dedicate resources and help them build their own brands.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The study, <a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/14413523.2025.2468037\" target=\"_blank\" rel=\"noopener\" title=\"\">published<\/a> in the Sport Management Review journal, was co-authored with Thilo Kunkel of Temple University, Heather Kennedy of the University of Guelph, and Francesca Fumagalli of Cant\u00fa Next in Italy.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Source: <\/strong><a href=\"https:\/\/news.ku.edu\/news\/article\/study-gauges-what-affects-professional-women-soccer-players-social-media-brands\" target=\"_blank\" rel=\"noopener\" title=\"\">University of Kansas<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Women\u2019s professional soccer has garnered increasing attention over the last decade, complemented by the rise of social media as a pivotal tool for athletes to enhance their personal brands. A new study by the University of Kansas sheds light on how professional women soccer players in Europe leverage social media for brand promotion and how [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-no-separators","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[28],"tags":[342,343,131],"class_list":["post-24331","post","type-post","status-publish","format-standard","hentry","category-workplace","tag-temple-university","tag-university-of-guelph","tag-university-of-kansas"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"A new study uncovers the complexities of social media branding for professional women soccer players and the effects of shared accounts with men\u2019s teams.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"The University Network\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/www.tun.com\/home\/insights-on-social-media-branding-for-professional-women-soccer-players\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 4.9.8\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"TUN - 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