Nataliyah Bredikhina of the university of Kansas led a study analyzing the branding of professional European women soccer players. The study found the team, media and market all influenced players' Instagram popularity, but not at equal levels and in fact, when the team shared accounts with a men's team, it negatively influenced women players' popularity. The findings reflect gender discrimination norms in society and can help players, teams and marketers capitalize on athletes' overcome them to maximize players' branding and earning potential, the researchers argue.