Social media has become a crucial aspect of so many people’s everyday lives. From TikTok trends to Snapchat filters, everyone uses social media for a different reason. As women’s football gains more coverage across media platforms, a number of players have started using social media to fuel their own careers beyond the pitch.
Caitlin Foord
Arsenal and Matildas winger Caitlin Foord has used social media to connect with fans, alongside collaborating with hat brand ‘WEEKDAY’ to create merchandise.
Swysh, similar to Cameo, is an Australian platform where celebrities, influencers and other public figures can create personalised commissioned videos for fans. Swysh offers the option for creators to be able to donate a portion of their Swysh earnings to charity.
Swysh offers two package options – booking a video or purchasing a fan pass. A video booking includes one personalised video, with 10% of the profits from each video donated to providing grants for Australian grassroots clubs.
The fan pass offers buyers the chance to receive exclusive video updates throughout 2025, available only to pass holders. Additionally, Swysh provides an option to include a merch pack, which contains a selection of Swysh-branded items.
Caitlin Foord has collaborated with several brands, including Nike, and is a strong advocate for gender equality in sport and mental health, using her social media platforms to raise awareness.
Megan Rapinoe
US soccer legend Megan Rapinoe has gained widespread recognition for her social media presence beyond the pitch, particularly following her retirement from the sport in July 2023.
She is a huge advocate across all social media platforms for various issues such as gender equality, LGBTQ+ rights and social justice. She has been involved in multiple campaigns to raise awareness of the gender pay gap issues in sport, such as the FIFA Women’s 2019 World Cup campaign and also filing a lawsuit alongside her fellow USA teammates against the US Soccer Federation back in 2019 for equal pay and treatment.
Rapinoe is a global ambassador for several brands such as Nike, BodyArmor, Visa, and YouTube. The winger was notably a part of Nike’s “Equal Play Campaign” which highlighted the importance of providing equal resources for women in sports. She has also been a part of commercials such as the “Dream Crazier” advert, which spotlights women who have broken barriers in sport.
In recent years, Megan Rapinoe has also founded her own clothing brand “Re Inc” alongside fellow teammates Tobin Heath, Meghan Klingenberg, and Christen Press. The brand aims to inspire people to “boldly reimagine the status quo,” by providing eco-conscious fashion pieces that are designed for all gender identities and body types.
Alex Morgan
Alex Morgan, another icon in US soccer history, is recognised for her foundation, ‘The Alex Morgan Foundation,’ which works to promote equality for women and girls both on and off the field. Launched in 2023, Morgan has expressed that:
The foundation has already started making an impact on lives in various ways, such as providing grants and gifts to new moms, and pledging commitment to programmes such as the grassroots organisation ‘Lets go South Bay!’.
Morgan is also an ambassador for several organisations and brands such as the Rady Children’s Hospital, Nike, and Coca-Cola.
She is also a bestselling author of “The Kicks”, a collection of three children’s books that are fun and empowering for young people across the world. The storyline follows a young girl named Devin who has just moved from Connecticut to California, and has had to leave her spot as captain of her home soccer team and finds herself stuck with the Kentville Kangaroos, aka The Kicks. Although the team is currently struggling, the players are fun, friendly, and united. With the power of friendship, guidance, and leadership, Devlin and her teammates have a chance at success.
Marie-Antoinette Katoto
French striker Marie-Antoinette Katoto has built a strong personal brand for herself off the pitch. She is an ambassador for Nike, and has been featured on their website as a part of their project “Football Stories” in partnership with Rebel Girls. The article shows her journey to where she is now, and how she got there. In the brief article for kids, Katoto stated:
“I don’t set myself a lot of limits in life, nor objectives. I always go as far as possible.”
She is a strong advocate for greater representation of Black players in women’s football, frequently addressing the racism present in the sport. Additionally, she champions increased visibility and respect for women’s football.
In 2023, the striker stood alongside her France teammates in protest against the team’s management. In a statement, Katoto said:
“The events of 2019, the injury of 2022, and the recent developments have shown me that I no longer align with the management of the France team or the values being conveyed. I have therefore made the decision to put my international career on hold until the necessary changes are implemented.’
Social media has become a powerful tool for women’s footballers, helping to elevate their careers beyond the pitch by expanding their influence, promoting advocacy, and building direct connections with fans.
