Australian football star Sam Kerr has officially joined IWC as a friend of the brand, continuing its tradition of aligning with iconic sports figures. The move reflects IWC’s evolving strategy to spotlight elite female athletes.
Kerr follows in the footsteps of Eileen Gu, the skiing prodigy whose global appeal made her one of sport’s most marketable stars. IWC’s embrace of powerful female figures marks a shift toward broader representation in luxury branding.
Currently playing for Chelsea, Kerr is the highest-paid female footballer in the world. Her accolades include being ninth on SportsPro’s global list of Most Marketable Athletes—an achievement matched by few in the women’s game.
She holds numerous records, including being the all-time leading scorer in the NWSL and the only woman to win the Golden Boot across three continents. Kerr’s influence was cemented when she became the first female footballer on the FIFA video game cover.
With the Women’s World Cup hosted in Australia, Kerr’s visibility is expected to skyrocket. Already one of football’s brightest stars, she enters the tournament as captain of the host nation with high expectations on her shoulders.
IWC CEO Chris Grainger-Herr calls the brand’s ambassador lineup “very lucky.” If Kerr’s trajectory continues, she may soon be mentioned alongside Lewis Hamilton and Tom Brady as one of IWC’s greatest sporting partnerships.
