Women footballers build social media followings exceeding their clubs' reach

Several women footballers playing in the lower tiers of English football have amassed personal social media followings that significantly outnumber those of their clubs. Players including Ella Rutherford of Millwall Lionesses, Kelci-Rose Bowers of Hashtag United, and Tara Mae Kirk of West Bromwich Albion utilize platforms such as TikTok and Instagram to document their daily routines, training schedules, and lifestyle interests. These digital audiences often intersect with followers outside traditional football fanbases, occasionally drawing new viewers to match days. While some critics within the sport suggest this focus on social media lacks the seriousness of professional commitments, the players maintain that it offers a way to showcase different facets of their lives and careers. Clubs and leagues are currently navigating how to incorporate these individual personal brands into wider promotional efforts.

• 4:16 AMYahoo Sports — Meet the influencer footballers who are more popular on social media than their clubs