他们是谁，他们能为体育运动的未来做些什么
Interest in women’s football is growing fast. Excitement for the 2023 FIFA Women’s World Cup is up 7 percentage points from the 2019 tournament1. There are a bevy of reasons driving this rise, but one chief among them is the players themselves.
The relationship between athletes and fans is powerful. Think back to the first player you connected with. Did they inspire you? Make you feel seen? Sway what cereal you ate or shoes you bought? Sixty-five percent2 of global sports fans agree that female athletes can be role models in society. In some ways, athletes are the original influencers. And finding an athlete you connect with can deepen your interest in the tournament, team and sport itself.
我们通过尼尔森 InfluenceScope 发现了 Instagram 上最具影响力的 10 位运动员和 2023 年女足世界杯的 10 位突破性球员。只要有合适的平台和品牌合作伙伴，这些运动员就有巨大的潜力推动女子足球的发展。
Instagram’s 10 most influential female football players
Note: Leah Williamson (England) would have ranked fourth, but is not included in the list due to injury.
Note: World Cup 2023 is Kerr’s hometown tournament, which could potentially increase her follower growth and sponsor value significantly.
The methodology includes a range of performance and sponsorship-related key performance indicators (KPI) including social following, content engagement, fan base growth, quality, reachability and equivalent media value of branded content published by each player. Leveraging the flexibility of InfluenceScope, different weights are given to each KPI in order to distinguish them in terms of importance. All data is from June 2022 – May 2023.
以阿斯顿维拉队的瑞士前锋阿丽莎-莱曼（Alisha Lehmann）为例，她在我们的榜单上排名第一。在过去的 12 个月里，她在 Instagram 上的粉丝增加了 75%，超过了 1340 万，成为该平台上最受欢迎的瑞士运动员--甚至超过了网球传奇罗杰-费德勒。
2022 年金球奖得主、西班牙的亚历克西娅-普特拉丝（Alexia Putellas）的粉丝在过去一年中增长了 65%，曼联前锋阿莱西亚-鲁索（Alessia Russo）的粉丝增长了 280%，德国沃尔夫斯堡队的朱尔-布兰德（Jule Brand）的粉丝增长了惊人的 517%，是尼尔森十大最具影响力球员中粉丝增长最多的球员。
虽然这些球员的影响力可能不如某些男性球员，但他们往往拥有更高的参与度和更多的受众。尼尔森体育董事总经理乔恩-斯泰纳（Jon Stainer）说，这对品牌来说是一个巨大的机遇。
"斯泰纳说："参加 2023 年世界杯的足球运动员不仅是杰出的体育女性，也是社交媒体的强者，她们能够推动有影响力的对话，并与追随者建立真正的联系。
Instagram’s 10 biggest breakthrough players (born 2000 or later)
对于具有突破性进展的企业，InfluenceScope 的灵活性使其在过去一年中关注度和业绩增长的权重高于静态的关键绩效指标：该解决方案允许根据目标改变每个关键绩效指标的权重，并在后期改变每个数据点的权重。
The data shows just how potent the connection is between these athletes and their followers. Across Instagram, more than half of the creators have an engagement rate below 5%. Seven of the women on Nielsen’s top 10 list are above that, and all of the biggest breakthrough players are above that benchmark by wide margins.
这些联系所带来的结果让赞助商们耳目一新。根据2021年尼尔森广告信任度研究，71%的消费者信任来自有影响力者的广告、意见和产品投放。在另一项研究中，尼尔森的品牌影响力服务测量了近200个活动中影响者广告的效果，结果更加令人印象深刻。平均80%观看过影响者广告的人都能回忆起在广告中看到过该品牌，与没有看到广告的消费者相比，这些广告还使品牌亲和力和购买意向提高了9个百分点。
如此高的参与率为赞助商带来了巨大的价值。作为一个群体，排名前十的女足球员平均每篇帖子的媒体价值超过 65,000 美元。而巴塞罗那中场阿莱西亚-普特拉斯（Alexia Putellas）尽管在过去一年的大部分时间里都在受伤，但她的帖子价值仍然高达 10 万美元。
这些有影响力的运动员尤其适合他们所在的平台。Instagram 通常以女性和年轻受众为主，这使得赞助商可以接触到这些梦寐以求的人群，否则他们可能很难与这些人群进行沟通。
在 2023 年世界杯即将到来之际，这些运动员可以成为一股关键力量，在未来数年内为世界杯、这项运动以及所有女子运动带来新的高度。球迷的参与度和品牌价值已经显现，只要有正确的合作和推广，新的观众肯定会接踵而至。
For more insights and stats, explore our Women’s World Cup data hub.
资料来源
1Nielsen Brand Tracker – FIFA Women’s World Cup, April 2019 – Jan 2023
2Nielsen Fan Insights, March 2023, Australia, Brazil, France, Germany, India, Italy, Japan, Spain, U.K. and U.S.
