Observed Signal · Sep 18, 2026 · Feature Story · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Creator Economy Market: Women athletes embrace creator playbook for income and growth
Women athletes are increasingly adopting creator strategies to supplement income and build their personal brands, driven by the growth of women's sports yet persistent pay gaps. Companies like Togethxr, co-founded by athletes, offer programs such as the Snap the Gap cohort with Snapchat, providing production resources and mentorship. Participants, including soccer player Michelle Alozie and gymnast Kyrstina Johnson, saw significant follower growth on Snapchat. This creator approach not only supports athletes during their careers but also prepares them for life after sports. The trend is supported by rising viewership and revenue in women's sports, with leagues like the PWHL and NWSL reporting increased YouTube engagement. Athletes also leverage social media to secure non-sport brand partnerships, as exemplified by Sarah Nurse's beauty content.
Highlights the intersection of sports, creator economy, and women's sports growth, with relevance to influencer marketing and brand partnerships, but is not a major industry shift.
Key Takeaways & Evidence Grounding
- Togethxr's Snap the Gap cohort with Snapchat helped seven women athletes grow their Snapchat audiences; Michelle Alozie grew 61% to 204,000 followers.
- Elite women's sports are projected to reach $3 billion in revenue in 2026, a 25% increase year-over-year (Deloitte).
- The PWHL reported a 77% year-over-year increase in YouTube viewership, and the NWSL reported 42%.
- A WPP study found that ads on live women's sports deliver 20% better results than non-sports cable TV.
- Athletes like Sarah Nurse reinvest social media income into training, and the Snap the Gap program included a partnership with e.l.f. Cosmetics.
Connected Companies & Entities
3 Entities mappedSnapchat
Visual messaging platform monetised through advertising, subscriptions and augmented reality.
“Their Snap the Gap cohort, which is now in its second year, is a partnership with Snapchat that gives women athletes production resources an...”
WPP
Global marketing services group with agencies, media operations and AI software.
“A recent study from WPP found that ads on live women’s sports deliver 20% better results......”
Deloitte
Enterprise consulting and managed services network for digital transformation.
“Deloitte reported in April that elite women’s sports will reach $3 billion in matchday, broadcast, and commercial revenue this year....”
Ontology Mapping & Concepts
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