The 2019 US Open champion Bianca Andreescu’s rapidly growing social media following has made the rising tennis star and capable of commanding €32,000 ($35,331 / ₹ 25) per social media post.
Per post fee of ₹ 25 lakh is a big deal for the 19-year-old, but certainly not a surprising figure for marketing heads and media buyers where Virat Kohli charges around ₹ 1.35 crore per social media post. Portugal and Juventus football legend Cristiano Ronaldo’s bill for an Instagram post runs up to ₹ 6.75 crore
The 19-year-old Bianca, according to a Sportspromedia report, has thus become the highest performing athlete under 25 years of age. The value is reportedly derived from a study conducted by Nielsen.
The Canadian tennis sensation’s social media followers have grown by 585% over the course of the study, averaging 97,000 likes and 1,100 comments per post. She has scored 19 out of 20 points in the study based on Nielsen’s framework grading.
“Of course, success on the court breeds greater commercial opportunity for the athletes, but these findings demonstrate the ways in which brands in specific sectors – such as the fashion industry – can capitalise on the changing of the guard, as the sport’s established superstars begin to give way to a new generation,” says Salvatore De Angelis, Nielsen’s head of digital for Europe.