Stories in the Spotlight: Examining Athlete Branding Strategies of Elite Women’s Football Players during the 2023 Women’s World Cup

Abstract

Using Goffman’s (1959) self-presentation theory, this study examines how elite soccer players used Instagram during the 2023 FIFA Women’s World Cup to influence public perception amid the rising popularity of women’s sports. Within this framework, initial external associations and achievements lay the foundation of an athlete’s brand, with Backstage and Frontstage messages reinforcing favorable identity traits and fostering fan relationships. While self-presentation once relied on broadcast segments, digital platforms now enable athletes to highlight achievements, share personal insights, cultivate fanbases, and generate financial opportunities such as sponsorships. A qualitative content analysis identified six categories within Frontstage (promotion, interaction, opinion expression, information sharing) and Backstage (behind-the-scenes, match related) regions across four Instagram content types: Stories, Static Posts, Reels, and Captions. This was followed by descriptive statistical analysis to examine distributional patterns. Relationships between posting behavior and follower growth were also examined to explore audience engagement dynamics. The sample included 35 athletes over 29 days (1,842 Stories; 663 Static Posts; 33 Reels; 311 Captions). Frontstage strategies were used significantly more often than Backstage ones. Promotion, match information, and opinion expression were the most common categories. Stories dominated usage, combining spontaneity with strategic promotion and opinion expression. Static posts were balanced across regions but emphasized match-related and promotional messaging. Reels were infrequent and skewed toward self-promotion. Captions were predominantly Frontstage, led by promotion and followed by match-related discussions. Finally, relationships between posting frequency and follower growth indicated that volume alone did not explain audience gains. Several athletes experienced substantial growth with relatively low posting totals, while others posted frequently with limited proportional increases. Taken together, results underscore the central role of Instagram in amplifying the visibility of women’s sport. Through varied formats and messaging strategies, elite athletes bypass traditional media, shape audience perceptions, and generate lasting value through engagement and sponsorship. The findings reveal how athletes balance polished professionalism with personal glimpses to reinforce brand identity and cultivate loyal fan communities.