Ilona Maher may not have the impressive professional background of Maddison Levi from Australia, Ellie Kildunne from Great Britain, or Portia Woodman-Wickliffe from New Zealand. However, the 27-year-old from Vermont has certainly emerged as one of the standout figures in the Olympic women’s rugby sevens competition, especially among those under 30, as it commenced on Sunday at the Stade de France.
Having gained fame as a social media sensation during the Tokyo Games three years ago, Maher has accumulated over 1.4 million Instagram followers and an additional 1.6 million on TikTok. This combined audience surpasses that of more renowned US Olympic athletes like Katie Ledecky and Noah Lyles, and her follower count has continued to grow since the start of the Paris Games.
“Initially, it was a means to share my message and promote my team,” Maher mentioned about her online presence on Saturday. “Especially during the Tokyo Games, it helped encourage people to pay attention to our sport. Now, personally, it’s evolved into a branding opportunity. As a female athlete in a sport that isn’t widely recognized, particularly in America, it’s not a lucrative career. I aspire to make sports my profession, a reality not many women can envision.”
Social media has become a vital equalizer in the current attention-driven economy, offering athletes from lesser-known sports a platform to rise above the noise through genuine engagement. Few have mastered this as well as Maher, who has transformed her extensive following into partnerships with brands like Secret, L’Oréal, and New Era. Additionally, she has collaborated with former college swimmer Ann Ragan Kearns to launch a skincare line named Medalist.
“Having a profile, and one for our sport, is extremely important,” Maher stated. “We’re building the brand. As female rugby players, we don’t receive million-dollar contracts, nor are we compensated fairly. My friends and I are passionate about promoting our sport and gaining visibility. This is especially crucial in the US, where other sports dominate the attention. It’s about showcasing our personalities. The game is robust, not just for men but for women as well.”
Maher played field hockey, basketball, and softball during high school but transitioned to rugby at 17, finding it more enjoyable. She continued to play at Quinnipiac University in Connecticut, where she earned a nursing degree, before joining the US national team ahead of the pandemic-delayed Tokyo Olympics. The Eagles secured a sixth-place finish, but Maher’s humorous insights into Olympic Village life captivated her audience, resulting in a tenfold increase in her following. Her latest viral hits in Paris include a tribute to team handball, a stress test of the cardboard beds in the village, and a Love Island-inspired video about finding romance during the Games.
What truly distinguishes Maher’s channel is her advocacy for positive body image. “I urge everyone to consider the various body types present,” Maher stated in a clip shared during Friday’s opening ceremony, which has garnered over 4 million views. “Every body type matters. Every body type is valuable. From the smallest gymnast to the tallest volleyball player, from a rugby player to a shot-putter, and a sprinter. All body types are remarkable and can achieve amazing things. Truly recognize yourself in these athletes and understand that you can accomplish the same.”
While Maher self-taught herself social media during her free time, numerous Olympians are aspiring to follow in her footsteps. Visa provided over 100 athletes in their endorsement portfolio with a masterclass on digital storytelling and engagement ahead of the Olympics, conducted by influencers and social media creators that included lessons on managing online presence and navigating challenges like online harassment. Yet, akin to elite sports, some aspects are not easily taught.
Despite Maher’s impressive achievements as a creator, there were indications on Sunday that her athletic performance might be on par with her social media prowess. In the United States’ 36-7 victory over Japan, Maher delivered a punishing stiff-arm to a defender on a solo run to the try line, marking one of the match’s standout moments. She later scored another long try in the second half, aiding the Americans in their 24-5 triumph over Brazil, thus ensuring their advancement to Monday’s quarter-finals with a 2-0 pool play record.
After the match, upon learning that the recently retired Philadelphia Eagles center Jason Kelce was present, Maher expressed her desire to recruit him as an ambassador for the sport in the US. “I hope he can recognize that rugby sevens bears similarities to football and can attract some attention to it in America,” she commented.
Before departing the stadium, Maher had already recorded a video with him that, unsurprisingly, surpassed 2 million views by Monday morning. For the unstoppable Maher, who has confessed to dedicating up to six hours daily to TikTok, it’s just another day at work. “Do I wish I had to do it?” she reflected. “No, but I appreciate what it has achieved for me.”
