“You see on TikTok and Instagram, [athletes] are giving you a little delve into their lives, which is away from football, and I think that’s how you kind of grow your audience, because we get to know you on a personal level,” she stated. She pointed to how she loves make-up and likes to publish movies that present her preparing for video games.
“It’s about giving them the right little pockets of our lives, so they still feel connected,” she added.
McGuire, of Qualcomm, which sponsored the occasion, mentioned how his firm makes use of high-profile sports activities sponsorships to construct international consciousness. Its processor model, Snapdragon, has invested in sponsorships throughout each established and rising sports activities, he stated, from Major League Baseball to skilled golf. McGuire stated diving into ladies’s sports activities displays that technique.
“Collaboration has driven amazing storytelling that has helped these people—as brands and as people—kind of tell their stories,” he stated, pointing to the athletes beside him on the panel. “It doesn’t matter if you’re male, doesn’t matter if you’re female: They’re athletes, they perform at a very high level, they put their lives and their health in danger every day to do what they love, and so we’re just profoundly proud of that.”