Carli Lloyd, New Global Brand Of Soccer

Carli Lloyd, New Global Brand Of Soccer
France x Portugal Crystian Cruz / Flickr CC BY-ND 2.0
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Prior to this edition of the Women’s World Cup, Carli Lloyd was little known outside the United States. Well, she isn’t Mia Hamm, the legendary star of women’s soccer yet, but she has achieved what is still elusive to Lionel Messi.


Debates are on since halftime at Vancouver BC as to whether skipper Lloyd’s performance against Japan in the finals is the greatest in a U.S. title game. Her mercurial hat trick within 16 minutes, which drowned the Nadeshikos to secure the title for the record third time, sparked the debate.

Lloyd, The Talisman

Though for those who tracks Lloyd on a regular basis, this show is only special.

“She always does this to us,” Japan coach Norio Sasaki said. “In London, she scored twice. Today, she scored three times. So, we’re embarrassed, but she’s an excellent player.”

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The 2015 World Cup’s golden ball winner displayed another stunning show against the same opponents in the London Olympics final to guide her side to an emphatic gold medal. She also scored the only goal in a 1-0 victory against Brazil in the 2008 Beijing Games. Lloyd scored goals in every knockout game of this edition’s tournament.

According to the 32-year-old Houston Dash star, an international big deal of soccer is all about focus.

“My fiance was coming, until that I made sure he wasn’t. It’s just so demanding mentally – I feel more mentally zapped right now than physically,” Lloyd said after the finals. “I want him here now to celebrate, but I just had to focus.”

So Carli Lloyd has only one contender, and that is Carli Lloyd!

Carli Lloyd, The New Brand

“Lloyd is like the LeBron James of women’s soccer,” said Anthony Fernandez, president of New York’s Athlete Brand Management. “Brands are going to look at her as someone with potential.”

It’s quite evident that the sponsors are bound to run after Lloyd.

“Lloyd is already part of the Nike family, and we have a Summer Olympics coming up next year,” said Chris Raih, founder and CEO of Los Angeles creative agency, Zambezi. “The runway is lining up nicely; she’s in a power alley right now.”

Joe Ellis, the U.S. coach, called Lloyd “my beast … she’s unbelievable. She’s a rock star.” Her spectacles fetched 50,000 followers in those magic-16-minutes.

Lloyd has no known skeletons in her closet. She’s an all-around pleasing personality with a clean image.

Despite being a potential corporate brand, Lloyd has evolved into a global brand of soccer. Surely a brand of hope and spirit, behind which the FIFA bosses, downtrodden in the quagmire of manifold misdeeds, can temporarily hide their faces in.