SBD/July 26, 2013/Marketing and Sponsorship

Hope Solo's Marketability Still Going Strong As Her Prominence In America Rises

Solo's play has helped her land deals with Gatorade, Nike
U.S. women's national soccer team G Hope Solo was profiled on Thursday's edition of "Nightline," and ABC's Amy Robach noted Solo is "one of the single most recognizable and talented soccer players on the planet." She has "big-time endorsements from Gatorade to Nike" and participated on ABC's "Dancing With The Stars." Solo has gotten "all of this in part because she has an attitude," as she is a "tough-talking rebel in the world of women's sports." Solo said, "Think what you want about me, I am who I am. But at the end of the day, I'm an athlete that wants to win." Robach noted Solo led the U.S. to a Gold Medal in the '12 London Games, but "despite the team's success, turning U.S. women's soccer into a profitable sport has been an uphill battle." Solo said, "We're trying to evolve the women's game, and that means filling these beautiful stadiums that we're at, that means selling tickets." Robach noted that Solo has "learned selling tickets is more than just good sport when image is everything." Being known as the "bad girl of soccer hasn't hurt." Robach said, "Like her or not, her star power has helped bring women's soccer into the big-time, and with it cash and face recognition." USA Today's Christine Brennan said, "To be tough, to be strong, to not care what people think -- all of a sudden there are dollar signs after that. Big dollar signs, and that is what Hope Solo is all about." Brennan: "Get used to this, the strong female athlete with a recognizable personality. This is a trend that is just beginning" ("Nightline," ABC, 7/25).
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