Serena and Venus Williams have dominated the tennis world, and are on the top of “The Most Popular Female Athlete” list in the US.
I recently read an article that appeared on ESPN.com via the Associated Press, and I found it interesting. It listed the top 10 most popular female athletes in the United States. Their sports ranged from tennis to race car driving. According to the article, Venus and Serena Williams top the list while others in the top ten include former tennis player Anna Kournikova, race car driver Danica Patrick, former ice skater Michelle Kwan, and golfer Annika Sorenstam. Are we surprised that there are NO track anf field athletes? I’m not– for a variety of reasons. These women in this list know how to use their image to their advantage and market to specific audiences.
Here are some things that I feel that these women have done right while some female track and field athletes could learn to help their image:
1. They may be tough competitors, but they are still very feminine. You can see these women as women, and they act like women. There have been times I have seen women in track that I didn’t realize at first they were women! With the rate that track and field athletes are getting caught for steroids– who knows what’s going on!Some of these feel that they have to have this “tough” image and people expect them to act a certain way (swearing, spitting, wearing bandanas to look tough, etc.) I could go on and on– but the women that are on this most popular list are tough competitors, but they look and act feminine off the court– and you see them dressed and acting professionally.
2. Using the media to their advantage. All of these athletes have been used to being in front of the camera and other types of media outlets to get their name out to the public. For example, there was a time where Anna Kournikova was the most searched female on the Internet with her personal web site. She got more endorsements and TV coverage and she only won a few tournaments. People followed Anna because of her, not because she played tennis. The Williams sisters have appeared at several events outside the tennis court like fashion shows and award shows– to give people another look at who they are as people.
3. Finding the niche within the sport. What these women have done in each of their sports is find a niche that can feature their strengths and separate themselves from others in the sport. For example, Danica Patrick is competing with the major race car drivers– you don’t see many women today in NASCAR. Look at what Annika Sorenstam has done– she got to play with men at golf tournaments.
4. Part of Landmark Events in their Sport. These athletes are the first to do something in their sport– from winning a certain number of tournaments to being the first woman to compete at a certain level. Serena and Venus Williams have both won many tournaments and have dominated the sport of tennis for years, while Danica and Annika are changing their sports and are competing with men now. Anna Kournikova was one of the first athletes to have her own web site– and now it seems that every professional athlete has to have one.
What can female track and field athletes do to make this list? Look at what successful athletes have done to market their image effectively and manage their reputation among their key audiences (ex. the media, fans, sponsors, and others). But the thing that all of these female athletes in the “most popular” list have done is show people of course their talents in their particular sports, but people feel that they know them not only as an athlete– but a person as well. By showing people your personality and other interests besides the sport, it lets people have a clearer idea of who you are and what you stand for.
If people get to know the person behind the athlete image, then they are more than likely going to follow your career more than if they just knew you as an athlete.
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