Data for: 3350649

Published: 11 March 2019| Version 1 | DOI: 10.17632/y8bkwd8by5.1
Emmanuel Mogaji


Forbes Magazine compiles Highest-Paid Female Athletes in the world; the list contains ten female athletes with the highest earning which includes all prize money, salaries and bonuses earned. This present study analysed the content of these ranking over ten years period from 2009 to 2018 to understand the calibre of sportswomen who have achieved that much, the sports they play and perhaps an insight into their personality. Twenty-five female athletes appeared on the list, from 18 countries, playing six different sports. The study concludes that for a sportswoman to become one of the highest paid female athletes in the world, she must be an American citizen who plays Tennis, as American citizens and Tennis players dominated the list. This highlight implications for governing bodies, talent managers and even sportswomen, especially those in team sports as the list was dominated with athletes in non-team sports. The country of origin seems to be a contributing factor as well. This study adds to the existing literature on sports marketing and celebrity endorsements. Specifically shed more light on sportswomen as individuals, their sports and country of origin. Implications for researchers, policymakers and Managers are provided. Research agenda for future studies were also presented.



Brand Management, Sport, Brand Image, Sports Marketing, Sports Communication