Soccer's Carli Lloyd seen as marketing darling, analysts say

Mon Jul 6, 2015 4:28pm EDT
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By Steve Ginsburg

WASHINGTON (Reuters) - Carli Lloyd has the personality and grit to become the next advertising sensation but the World Cup star should start aggressively hitting the market because of the limited interest in women's soccer in the United States, analysts said on Monday.

Lloyd had three goals in the first 16 minutes to lead the Americans to a 5-2 victory over Japan in the finals of the Women's World Cup on Sunday in Vancouver, British Columbia.

"She has what all corporate America is searching for - humility, intelligence, a sense of drama and aggression to her game," said Rick Horrow, chief executive of Horrow Sports Ventures.

"And let's not forget a record-setting hat trick in a dominant U.S. performance as well."

Lloyd, 32, is a two-time Olympic gold medal-winning midfielder who plays for the Houston Dash of the fledgling National Women's Soccer League. The New Jersey native scored six goals in seven World Cup games.

"She's certainly more marketable than she was even 48 hours ago," said David Carter, executive director of the USC (University of Southern California) Sports Business Institute.

"But the World Cup is one of the periodic events and it's going to be up to her representatives to figure out how to maintain that after America gets back to baseball and starts to prepare for training camps of the National Football League."

While the NWSL is struggling to find its niche in the sporting landscape, the Women's World Cup was a rating bonanza.   Continued...

Jul 5, 2015; Vancouver, British Columbia, CAN; United States midfielder Carli Lloyd (10) reacts after scoring a goal against Japan in the first half of the final of the FIFA 2015 Women's World Cup at BC Place Stadium. Credit: Anne-Marie Sorvin-USA TODAY Sports