The 2024 Paris Olympics have highlighted the growing influence and popularity of women athletes, making it an opportune moment for brands to sponsor women in sports. The event showcased several key moments that underscore the potential for increased engagement and sponsorship in women's sports.

Rebeca Andrade's Social Media Surge
One of the most notable examples from the Paris Olympics is Brazilian gymnast Rebeca Andrade, who gained more new followers on Instagram than any other Olympian, including men at these games. During the Paris 2024 Games, she attracted over 8 million new followers on Instagram. She attracted nearly 5 million more followers than the International Olympic Committee's official account and has almost four times more followers than the official account of the Games, @Paris2024, demonstrating her massive appeal and influence on social media. This surge in followers highlights the untapped potential for brands to connect with audiences through women athletes who have substantial social media reach.

Ranking
We wanted to compare some of the best-performing posts from two NBA Olympians, who are the most followed at these games, including LeBron James, who has 160 million followers on Instagram, just to see how women compared to men by rank.

1. Rebeca Andrade: 6.05 million likes

2. Manu Bhaker: 5.33 million likes

3. Simone Biles: 5.21 million likes
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4. LeBron James: 5.04 million likes

5. Stephen Curry: 5.02 million likes

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Several viral moments from the Olympics further illustrate the appeal and influence of women athletes:

Simone Biles' Comeback and "Bilesmania": American gymnast Simone Biles made a triumphant return to the Olympics, sparking "Bilesmania" with her outstanding performances. Her comeback story captivated audiences worldwide, reinforcing her status as one of the greatest gymnasts of all time.

Sifan Hassan's Marathon Performance: Sifan Hassan's participation in the marathon while wearing a hijab was a powerful statement of cultural diversity and inclusion, resonating with audiences around the world.

These moments not only went viral but also demonstrated the compelling narratives and cultural significance that women athletes bring to the Olympics.

Iconic Moments and Social Media Influence

The 2024 Paris Olympics also saw a surge in iconic women athletes, further amplifying their reach and influence. These moments often highlighted the athletes' achievements, personalities, and unique moments from the games, engaging a wide range of audiences and adding to the cultural impact of women in sports. Here are five random moments.

1. She feels her baby kick and scores a victory

2. Zhou Yaqin is so cute

3. Ewa Swoboda, Polish sprinter and Barbie model

4. Olympic silver medalist and Italian gymnast Giorgia Villa is sponsored by parmesan cheese and takes many of her photos while posing with large wheels of cheese

5. Quan Hongchan after wining a gold medal for her perfect dive that received 10's from all the judges

Why Now is the Time to Sponsor Women in Sports

The increasing visibility and popularity of women athletes present a unique opportunity for brands. Sponsoring women in sports can:

• Enhance Brand Image: Brands that align with women's sports are seen as champions of gender equality and empowerment, which can enhance their reputation and build stronger connections with consumers.
• Engage Diverse Audiences: Women athletes often advocate for social justice and equality, providing brands with authentic storytelling opportunities that resonate with diverse, young audiences.
• Drive Business Growth: The rise in women's sports is not a fleeting trend. It offers significant return on investment (ROI) for brands, as evidenced by increased viewership and engagement in leagues like the WNBA.

The Paris 2024 Olympics have underscored the immense potential and influence of women athletes. By sponsoring women in sports, brands can tap into this growing movement, foster inclusivity, and drive both social and business impact.