Rugby League: The seven most marketable athletes in the NRLW

The rise of the Matildas has put a spotlight on women’s sport in Australia — and these are the NRLW players set to benefit, writes PAMELA WHALEY.

Pamela Whaley

@pamelawhaley

3 min read

August 22, 2023 - 1:12PM

News Corp Australia Sports Newsroom

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Thanks to the Matildas, there’s never been a more profitable time to be a female athlete, with one prominent player manager declaring women’s sport has “arrived”.

And NRLW players will be the next to cash in big.

Rising interest in women’s sports, plus societal changes, all over the globe is starting to put money in the pockets of NRLW players with personal sponsorships, corporate endorsements and brand deals.

And if they aren’t already earning more outside of their club contracts they will be soon.

“It’s arrived and it’s going to be massive,” says Steve Gillis, NRL and NRLW talent manager with Sydney Roosters star Jess Sergis on his books.

“There’s enormous growth and potential in it.

“A lot of corporate companies are very interested in the female aspect of sponsorship promotion and endorsements.

“There’s a lot of high profile women who are already doing extremely well in the corporate world and they’re encouraging these companies to have more involvement with women.”

Jessica Sergis in action for the Roosters. Credit: NRL Images.

Gym memberships, mouthguard deals and even sportswear sponsorships that provide just a pair of boots all equates to money that remains in an NRLW athlete’s pocket while they’re still earning part-time wages through the sport.

But the biggest money and endorsement opportunities for athletes come from blue chip corporations, who are starting to move towards showcasing diversity and equality as part of the brand of their company.

Partnering with female athletes who are presentable, aspirational, have positive profiles on top of being good athletes is mutually beneficial.

Ali Brigginshaw has a paid sponsorship with Personalised Plates Queensland. Credit: Instagram.

Tiana Penitani has a paid sponsorship with a Volkswagen Australia. Credit: Instagram.

Additionally, female athletes tend to be low risk in terms of off field scandals, which lowers the chance of embarrassing the brand, which can be costly.

In the NRL, major sponsors such as Westpac and Harvey Norman are both huge advocates for the women’s game and invest equally in the promotion of male and female athletes.

“Jess [Sergis] was on the front of a Cadbury’s chocolate bar a year ago, she’s an ambassador for Telstra, she’s got shares in a sports drink company, she’s doing work with Fox, she’s worked with Ampol. She does a lot of stuff,” Gillis says.

“The general public are being introduced to the women and getting to know them.

“And as the game unfolds and we see their talents, especially at a State of Origin level as that grows, when people get to know their personalities that’s what they connect with. They become role models for young girls and it all snowballs from there.”

Gillis says corporates often demand women are used in their promotional material, which wasn’t the case just a few years ago.

Millie Boyle in action for the Sydney Roosters. Credit: NRL Images.

That change has happened through the recognition of women as major consumers with big companies marketing towards them specifically, and coincided with the empowerment of women through sports, and the rising profile of female athletes.

It’s created a magical moment for the Matildas in the Australian market but it shows what’s possible for others.

Sergis, for example, is a brand ambassador with skincare company Cetaphil along with other high profile Australian female athletes, including Hayley Raso and Beth Mooney.

Others, like Millie Boyle, Ali Brigginshaw, Tiana Penitani and Isabelle Kelly, have landed deals with broadcasters, sportswear brands, car companies and nutrition and performance brands.

As the sport grows, so does the earning potential.