As 2024 draws to a close, it’s time to celebrate the female athletes who’ve dominated in their respective sports and in the commercial world. These women exemplify how athletic success and personal authenticity can create lasting impact both on and off the field.
Here are seven standout athletes who have redefined what it means to lead the way in women’s sport in 2024.
MARY EARPS: A VOICE OF AUTHENTICITY
Mary Earps’ influence this year extended far beyond her role as England’s goalkeeper. Following her public call-out of a global sports brand for not producing women’s goalkeeper shirts, Mary’s profile skyrocketed, showing that speaking up for equality pays off.
Off the Field: Her authentic advocacy for change resonated with fans and brands alike, leading to sponsorship deals with companies such as Warburtons and PUMA. Mary proved that standing for what matters builds both trust and commercial appeal.
SIMONE BILES: THE WORLD'S MOST MARKETABLE ATHLETE
Simone Biles’ incredible comeback in 2024 was matched by her growing influence off the mat. Named the world’s most marketable athlete this year, she solidified her position as a global icon.
Off the Field: Simone’s partnerships with brands like Athleta and Visa showcases her unparalleled marketability, underpinned by her advocacy for mental health awareness and authenticity.
CAITLIN CLARK: SMASHING RECORDS AND SIGNING DEALS
Caitlin Clark captured the world’s attention with her jaw-dropping performances in basketball. Her unmatched skill and charisma have made her one of the most talked-about athletes of the year.
Off the Field: Caitlin’s popularity culminated in a record-breaking $28 million sponsorship deal with Nike. She’s become the face of the next generation of female athletes.
SHA'CARRI RICHARDSON: REDEMPTION AND GOLD
Sha’Carri Richardson’s story of resilience captured hearts worldwide. After rebounding from a suspension, she triumphed at the Paris 2024 Olympics with silver and gold medals.
Off the Field: Sha’Carri’s inspiring journey resonated with major brands, landing her deals with Beats by Dre and PUMA. Her story highlights the power of owning one’s narrative to drive commercial success.
LÉOLIA JEANJEAN: FROM SETBACKS TO SUCCESS
Léolia Jeanjean’s journey is one of grit and determination. After losing commercial sponsorships and government funding early in her career, she funded her comeback by working minimum-wage jobs and investing in herself.
Off the Field: Her sudden success at age 26 has inspired many and led to endorsement deals with brands championing underdog stories. Léolia proves that perseverance is a marketable asset.
MIA BROOKES: GEN Z'S SNOWBOARDIING SENSATION
At just 17 years old, Mia Brookes became the youngest-ever snowboarding world champion, leaving a trailblazing mark on the sport.
Off the Field: Mia’s vibrant personality and daring tricks attracted partnerships with brands like Vans and Skullcandy. Her appeal among younger audiences has made her a go-to ambassador for youth-focused campaigns.
MAYMI ASGARI: BREAKING BARRIERS IN FREESTYLE FOOTBALL
Maymi Asgari pushed freestyle football into the mainstream in 2024 with standout performances that caught the world’s attention.
Off the Field: Her global recognition led to partnerships with adidas and other big-name brands. Maymi’s ability to connect sport and art has made her a commercial and cultural powerhouse.
HONOURABLE MENTIONS
Although not part of the core list, many other athletes have had exceptional years. Honourable mentions include Alexia Putellas for her leadership in football and Eileen Gu for her continued dominance in freestyle skiing and luxury brand endorsements.
WRAPPING UP 2024
These athletes excel in their sports and have found a way to leverage their platforms to achieve significant commercial success and drive meaningful change. As we step into 2025, they serve as role models for aspiring female athletes looking to expand their reach and influence.