The avalanche of post-Olympics endorsement announcements has begun. Allyson Felix and Logitech. Gabby Thomas and Olipop soda. Rightfully, many more to come.
Because the performance of the U.S. women was the story of the Games.
Their haul of 23 gold medals and 66 total medals is the most by any nation. Ever.
Beyond the medals, they are golden influencers.
Courtesy of the data savants @Zoomph, we curated a gold medal edition of Winsights, measuring the power and influence of the U.S. female gold medalists. What you’ll see:
New names with big-time engagement. Like Suni Lee delivering $6M in social value from 9 Instagram posts, and a remarkable 47% follower interaction rate
Familiar champions delivering like GOATs. For example Allyson Felix mentioned on social more than 10k times with 52M impressions worth almost $900k
Brand marketers take note. While there’s no unilateral answer to whether an athlete endorsement is preferable to property/team sponsorship, these Olympic winners delivered engagement sometimes as much as 50% higher than the USOC social handle.
In other words, the closer you get to partnering with the athletes, the more compelling the storytelling.