In the world of women’s sport, few names have risen to prominence as quickly and as powerfully as Mary Earps. The England goalkeeper has not only excelled on the pitch but also made waves in the commercial world. Her journey is a testament to how sporting success can propel an athlete’s brand, and how standing up for a cause that matters can make a lasting impact on both public perception and commercial opportunities.
RISE TO FAME
Mary Earps' ascent to stardom began when she and the England Lionesses captured the nation’s attention by winning the 2022 UEFA Women’s Euro. It wasn’t just a moment of triumph for English football, it was a defining moment for Mary, personally. Her standout performances, fierce personality, leadership, and resilience on the field made her a key figure in England's historic win, and the world quickly took notice.
As with many athletes, this level of sporting success became the foundation of her commercial appeal. Brands are always keen to align themselves with athletes that can influence and athletes that stand for something. Earps, who now had the media's attention and a growing fan base, was perfectly positioned to capitalise on her newfound fame. Her success on the field opened doors to sponsorship deals, media appearances, and brand collaborations. But what set her apart wasn’t just her athletic ability; it was the authentic voice she brought to the table.
FIGHTING FOR WHAT MATTERS
While sporting success can certainly elevate an athlete’s profile, Mary proved that commercial success goes hand in hand with authenticity and a willingness to stand up for what matters. In a bold move that resonated with many, she challenged one of the world’s biggest sportswear brands, Nike, when they failed to produce and sell women’s goalkeeper shirts ahead of the 2023 FIFA Women’s World Cup.
In her advocacy, Mary spoke out not just for herself, but for the many young female goalkeepers who looked up to her and wanted to proudly wear the same shirt as their idol. Her public stance made headlines and ignited conversations about equality and representation in women’s sport merchandise.
This wasn’t just a PR move. Mary’s fight was personal and authentic, and it resonated deeply with the public. Fans rallied behind her, and her voice became a symbol of the broader movement for equal recognition in women’s sport. Following Mary's stance, Nike agreed to make the women’s goalkeeper shirts available for sale. It was a major victory that highlighted Mary's influence both on and off the pitch.
BUILDING A PERSONAL BRAND THROUGH ADVOCACY
This moment was pivotal for Mary. In standing up for something that mattered to her, she wasn’t just aligning with brands; she was aligning with people. Fans and brands alike were drawn to her authenticity, and this authenticity became a cornerstone of her personal brand. As athletes, it’s easy to let commercial opportunities define our public image, but Mary showed that standing up for what you believe in can create deeper, more meaningful connections.
Her advocacy was a reminder to athletes everywhere that our personal brands are strongest when they are rooted in something meaningful.
COMMERCIAL SUCCESS BEYOND THE PITCH
Since then, Mary Earps has gone on to secure several high-profile brand partnerships, the latest being with Warburtons and PUMA. The partnership exemplifies how her brand has expanded beyond sport to become a household name, one that is trusted and admired by both fans, consumers and companies.
Warburtons, a British bakery brand, prides itself on being authentic, family-oriented, and rooted in tradition - values that align well with Mary's own image. This collaboration, like many others in her portfolio, reflects the synergy between her personal brand and the brands she works with.
THE KEY LESSON: WINNING ON THE FIELD AND IN LIFE
For female athletes looking to build their commercial success, Mary Earps' story offers a powerful lesson. Winning on the field is important, it can open doors and create visibility, but what truly builds long-lasting commercial success is authenticity and a willingness to fight for what matters. By standing up for a cause, Earps didn’t just increase her marketability, she deepened her connection with fans, earned respect across industries, and positioned herself as an athlete who stands for something bigger than herself.
For athletes, success is no longer just about athletic performance. Today, brands want more than just champions. They want ambassadors who embody their values and who can inspire and inflluence others. Whether it’s advocating for gender equality, supporting mental health initiatives, or championing social causes, athletes have the power to influence change and build a brand that makes a difference.
Mary Earps has shown that when you combine sporting excellence with authentic advocacy, you can create a powerful and lasting impact, both commercially and personally.
So, as you think about your own career, remember this: your success on the field is only the beginning. The causes you stand up for and the authenticity you bring to those moments will define your brand and shape the opportunities that come your way. Just like Mary Earps, you have the power to use your platform for good, and in doing so, build a brand that truly resonates.
