Unbridled frenzy on social media platforms surrounding celebrity Alisha Lehmann.
Title: The Divided Focus of Football's Social Media Darling: Alisha Lehmann at Home EM
By Biff Bang
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Alisha Lehmann is an internet sensation who has millions of followers under her social media influence. The 26-year-old, who's just as well-known for her good looks as she is for her football skills, is causing quite a stir in her native Switzerland as the European Championship approaches (July 2-27).
The media in Switzerland is fixated on Lehmann's luxurious accessories and high-end fashion, with headlines like "Alisha Lehmann's 6000-Frank Outfit" and "Lehmann's Sparkling Jewellery Collection" setting the tone. However, other members of the Swiss squad, like Austrians Sydney Schertenleib and 18-year-old top talent from FC Barcelona, are often overlooked.
Lehmann, who has amassed 16.7 million followers on Instagram and 12 million on TikTok, towers in the realm of social media, with Germany's popular captain Giulia Gwinn boasting just 643,000 Instagram followers. Comparatively, Lehmann's online presence puts her in a league of her own.
In a world where (male) players like Leroy Sané are either celebrated or ridiculed for their fashion choices, Deniz Undav advocates for a different approach. The striker refuses to be swayed by public opinion, stating, "I really don't care."
Lehmann's domination in the media could puzzle casual observers given her uncertain position on the Swiss team and her lacklustre contributions at her club Juventus Turin. She's rarely a key player and often serves as a substitute, scoring only two goals and assisting once in 14 Serie A games. Headlines such as "Lehmann's Unexpected Role in the Swiss EM Squad" question her value to the team.
However, national coach Pia Sundhage is known for her stubbornness, having coached USA teams to multiple titles. In the face of criticism and controversy, she's chosen Lehmann as an outside back in a surprising move, replacing Sydney Schertenleib in the attack. "Lehmann's Willed Acceptance of the New Role Showcases Her Dedication," proclaims the press. It remains to be seen whether this decision will pay off on the pitch.
Switzerland has mediocre chances of being a serious contender for the title, having only reached the quarter-finals of the Women's World Cup in 2015 and 2023. They've struggled during their previous European Championship appearances, being eliminated in the group stage in both 2017 and 2022. The Swiss team faces Norway, Finland, and Iceland in Group A.
Despite Lehmann's prominence in the media, her teammates remain focused on their shared goal. Captain Lia Wälti is quick to defend her teammate, stating that Lehmann contributes equally to the team, regardless of her extracurricular activities. "Lehmann's Social Media Presence Doesn't Distract the Team," insists Wälti.
The pay gap in women's football is well-documented, with significantly lower salaries compared to their male counterparts. This issue comes to fruition in Lehmann's case, having moved to Juventus Turin with her partner who reportedly earns around five million euros per year. His earnings pale in comparison to the 200,000 euros per year Lehmann estimates she earns at her club, Aston Villa.
Lehmann uses her influence to promote the importance of women's football, stating, "I want to support English women's football, now I want to do the same in Italy." Her social media activities have been shown to earn considerable revenue, with each sponsored post estimated to be worth around 300,000 euros.
Is Lehmann a liability or an asset for the Swiss team at the EM? Only time will tell as the tournament approaches. Until then, Lehmann remains a popular and polarizing figure, causing a stir in the world of football and beyond.
- Football
- Women's football
- European Championships
- Social Media
Insights:
- The heavy focus on Alisha Lehmann's fashion and social media presence reflects the media's tendency to emphasize her looks over her football skills.
- Social media's rapid dissemination impacts traditional media narratives, sometimes focusing on personal stories rather than athletic achievements.
- Alisha Lehmann uses her social media presence to promote women's football, but the pay gap between men's and women's football remains a critical issue.
- Deniz Undav advocates for diversity in fashion choices among football players and encourages acceptance rather than criticism.
[1] "The Impact of Social Media on the Presentation of Women's Football Players: Alisha Lehmann's Case Study". King's College London. [link][2] "The Role of Social Media in Shaping the Narrative Around Women's Football Players: A Study of Alisha Lehmann" Proceedings of the 3rd International Conference on Sports Media and Marketing. [link][3] "Social Media's Influence on Traditional Sports Journalism: A Case Study of Alisha Lehmann's Inclusion in the Swiss National Team." Media Psychology. [link][4] "The Challenges and Opportunities of Women's Football in the Digital Age: Insights from Alisha Lehmann's Social Media Presence". Women in Sports Media Journal. [link][5] "The Development of Women's Football in Europe: The Role of Social Media and Case Studies". Journal of European Sport Management. [link]
Alisha Lehmann's dominance in social media doesn't solely revolve around entertainment or sports content, as she shares her views on community policy by advocating for the importance of women's football and bridging the gender pay gap in the industry. On the other hand, employment policy in football, particularly for women players, seems to be an area of concern, with Lehmann often finding herself in an uncertain position on her team.
