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Tennis player Daria Saville, currently ranked No. 108 in the world, voices her concerns regarding brand partnerships in the sport.
Representing Australia as one of its top players, Saville recently expressed her dissatisfaction about the overwhelming number of sponsorship deals favoring the wives and girlfriends, known as WAGs, of prominent tennis stars rather than the athletes themselves.
In a candid video shared on her TikTok account, Saville tackled the issue of brand endorsements directly. She questioned why brands seem to favor WAGs over female tennis players, despite the growing popularity of tennis aesthetics.
“Brands are choosing WAGs over actual athletes… why?” she asked rhetorically in the video. She pointed out that tennis aesthetics are currently trending, yet female players receive limited brand recognition.
“Tennis aesthetics are all over the place right now, yet we’re not getting any brand deals. Instead, it appears that tennis WAGs are the ones benefiting from these trends,” Saville emphasized.
Moreover, Saville revealed an interesting observation from her conversations with influencer WAGs. They expressed surprise at the lack of opportunities available to female athletes compared to their partners.
“Is it that athletes are not as relatable to the audience as WAGs?” she pondered, suggesting that public perceptions might play a role in this disparity.
The tennis pro also shared an anecdote about how content showcasing her preparing to support her husband, fellow player Luke Saville, outperformed her own everyday tennis-related videos on social media. This trend illustrates the growing influence of WAGs in engaging sports audiences online.
Exploring Athlete Visibility in Marketing
During her discourse, Saville questioned if the personalities of athletes, often centered around their sport, hinder their marketability compared to WAGs, who lead a perceived glamorous lifestyle.
“I wonder if our focus on tennis limits our appeal. Do marketing teams think tennis players are too niche? Is the glamorous lifestyle of WAGs more relatable or inspiring than that of female athletes?” she said.
Her frustration extends to the broader trend of brands prioritizing influencers for campaigns surrounding major events like Grand Slams. Saville stated, “It’s baffling that brands are engaging influencers for their campaigns during these significant moments in tennis.”
She is confident that she is not alone in feeling sidelined within her sport, as other female athletes are echoing similar sentiments.
In a moment of vulnerability, Saville admitted to feeling frustrated, concluding her video with sincerity. “Forgive me if I come off as salty. I just want to understand the marketing landscape and how we can achieve more equality in endorsements for female athletes,” she remarked.
WAGs Becoming Influencers
The rise of WAGs as influential figures has become a significant trend in sports. Notable figures, such as Morgan Riddle, the girlfriend of Taylor Fritz, have amassed impressive followings, with over 590,000 fans on TikTok and 435,000 on Instagram.
Similarly, Paige Lorenze, who dates Tommy Paul, holds a substantial follower count, boasting more than 933,000 on Instagram and around 651,000 on TikTok.
In contrast, Daria Saville herself has garnered a notable following, achieving 983,000 TikTok followers and approximately 159,000 on Instagram. She has also secured one career singles title throughout her journey in professional tennis.
The stark differences in follower count and brand collaborations prompt inquiries about the visibility and valuation of athletes compared to their influential counterparts.
Calls for Change within the Industry
The disparities highlighted by Saville call for reflection within both the sports and marketing industries. As the landscape of sponsorship continues to evolve, it is crucial to ensure that female athletes receive equitable opportunities for brand partnerships.
With societal norms dynamically shifting, the marketing approaches for sports personalities also need to adapt. Engaging female athletes as powerful brands in their own right could not only elevate their careers but also inspire future generations of women in sports.
As discussions around equity in sports gain momentum, female athletes like Saville lead the charge. Their voices matter in pursuing a more equitable future where all athletes, irrespective of gender, receive the recognition and sponsorship they truly deserve.
