“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 said. She pointed to how she loves makeup and likes to post videos that show her getting ready for 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 event, discussed how his company utilizes high-profile sports sponsorships to build global awareness. Its processor brand, Snapdragon, has invested in sponsorships across both established and emerging sports, he said, from Major League Baseball to professional golf. McGuire said diving into women’s sports reflects that strategy.
“Collaboration has driven amazing storytelling that has helped these people—as brands and as people—kind of tell their stories,” he said, 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.”