More than 20 leading brands will make meaningful investments in women’s sports advertising in 2024 and beyond
Media investment firm secures 25 exclusive first-market and first-look opportunities for GroupM clients
New York, NY (October 29, 2024) — GroupM, WPP’s media investment group, today announced that the company has exceeded its commitment to double its annual media spend in women’s sports advertising. Since the agency launched a dedicated women’s sports marketplace earlier this year, GroupM’s portfolio has expanded to include Adidas, Adobe, Ally, Coinbase, Danone, Discover®, Domino, DoorDash, Google, Indeed, Mars, method and Nationwide. , Target, TJ Maxx, Unilever, Universal Pictures, Volvo and more.
In an effort to strengthen the growth, visibility and monetization of women’s sports, GroupM has announced 25 first-to-market projects with Disney, NBCUniversal, Paramount, YouTube and others, among others, for the 2024-2025 broadcast year. secured the opportunity.
“Doubling spending on women’s sports in the next few months is an important milestone for our company and for the industry,” said Matt Sweeney, GroupM Americas Chief Investment Officer. “While some of our clients have been pioneers in this space for many years, others are currently expanding their efforts or making their first investments. This increased momentum may be temporary. It is not a reflection of a trend, but a full-fledged movement.”
GroupM executed high-impact partnerships aimed at maximizing brand value, increasing awareness and strengthening audience engagement. Some notable examples are:
Exclusive YouTube deal to provide access to female sports viewers through AI-powered Spotlight Moment sponsorships guarantees high share of voice and prominent ad placement on trending and relevant videos during major women’s sports events . Indeed has a presenting sponsorship of Thursday Primetime Women’s College Basketball on the Disney platform and a WNBA featured sponsorship on the Paramount platform. Google is the presenting sponsor of WNBA Countdown on Disney platforms and NWSL Playoffs and Championship on Paramount and Disney platforms.
Demand for women’s sports content continues to grow, and Disney-owned ESPN, a recognized leader in women’s sports, reports that this year’s WNBA Finals had the highest viewership across all networks in 25 years. .
“The Women’s Sports Marketplace breaks new ground in advertising,” said Dennis Ocasio, Executive Director of Investments, GroupM US. “We’re trying to incorporate ad formats.” “This proves that real value comes from deeper, more impactful engagement. It’s not just about increasing visibility, it’s driving a cultural shift that connects with consumers on a more meaningful level.” It’s what you do.”
EDO’s recent Women’s Sports TV Results Report shows that TV advertising effectiveness on women’s sports programming has improved by double digits year over year, with major events such as tennis and basketball emerging as top performers for advertisers in 2023. It became clear that it was.
“As technology advances, the ability to deliver real-time engagement, global reach and deep emotional connections has positioned sports as one of the most dynamic and lucrative sectors in the advertising industry. ” said Martin Brich, executive director of GroupM US Sports & Live Investments. . “Sports media is redefining audience engagement. Future progress will require industry-wide collaboration, continued innovation, and a shared dedication to women’s sports.”
GroupM’s commitment measured media spending negotiated in 2024 for the 2024-2025 broadcast year against media spending for the 2023-2024 broadcast year. Investments in decentralized marketplaces through Q3 2025 will also contribute to this effort.
Attribution Quote
Andrea Brimmer, Chief Marketing and PR Officer at Ally: “Since making our historic commitment to spend parity in 2022, our dream is to systematically change the way women’s sports media is bought and sold. This dream is becoming a reality and we couldn’t be more proud of what GroupM has built and is now making its mark on women’s sports. Kudos to the many other advertisers who help monetize. Together, we can reshape the entire future of women’s sports, and we’ll all benefit for the greater good in the process. Kate Rouch, Chief Marketing Officer at Coinbase. Together, we are committed to updating the system for athletes, fans and brands alike. ” Linda Beshear, Chief Marketing Officer, Danone North America: “As a health-conscious food company, we are looking for dynamic ways to connect with consumers at a time when nutrition and fitness are top of mind. Women’s sports are a powerful vehicle for these themes.” Women’s sports and female athletes have an incredible functional and emotional resonance, making them a powerful combination for the Danone brand. This market is a highly relevant environment for our portfolio of nutritious foods, especially those that highlight our health-conscious mission and cutting-edge science and benefits. ” Amy Adams, Vice President of Media, Discover: “Women’s sports, and hockey in particular, is a key focus area for Discover, and by partnering with GroupM, Discover will significantly exceed the media investment goals we have set for women’s sports. Daniel Brown, Senior Vice President, Sports Brand Solutions, Disney: and ESPN have long invested in the growth and advancement of women’s sports for nearly 30 years, and what started as a long-term commitment overnight turned into 27 years of success, supporting female athletes on and off the court. We showcase our talent and show no signs of slowing down. As the leading broadcaster for over 60% of all women’s sports, we offer brands and advertisers a unique platform to engage with a diverse audience. , promoting the movement and heritage of women’s sports.” Kate Trumbull, Domino’s Pizza SVP and Chief Brand Officer: “Together, we’re not only changing the game, we’re redefining the future of sports. By supporting this arena, we are helping to create a more inclusive sports environment. This movement is not just for today; it is reshaping the sports landscape for future generations. Carmen Graf, Vice President of Global Marketing at Indeed: “By raising awareness, embracing innovation, and promoting equity in sports, we are creating a legacy that is possible in all areas. Engaging with this audience isn’t just good business; it’s essential. At Indeed, we champion pay transparency and promote a fair and equitable workplace. We advocate for a better way of working for people. Supporting women’s sports underscores our commitment to creating a more inclusive environment in all areas.” Mars Wrigley Senior Media Officer Ray Amati, Director: “Mars continues to partner with GroupM to champion and invest in women’s sports. We will leverage the power of our brand to support this growing and passionate audience. Interacting with people can bring daily moments of happiness to sports fans. ” said Peter Lazarus, Executive Vice President of Advertising and Partnerships, NBC Sports & Olympics. “Women’s sport has experienced incredible growth as a highly glamorous and beloved source of excitement around the world, and is increasingly in demand from brands looking to reach passionate and attractive women. Diverse Fan Base. NBCUniversal is proud to continue growing women’s sports across our platforms, and by working closely with GroupM, we’re bringing more advertisers to the table. Ramon Jones, Executive Vice President and Chief Marketing Officer, Nationwide, said: “The growing popularity of women’s sports is a testament to the talent, dedication and resilience of female athletes around the world.As more fans and sponsors rally behind these inspirational women, we Through our shared commitment to women’s sports, GroupM and Nationwide recognize the importance of investing in this sector to shape its future prospects.”・Ryan Briganti, Advertising Vice President and Head of Sports Division, said: In partnership with GroupM, we have helped advertisers tap into this growing sector, delivering innovative campaigns that increase both their influence and the reach of women’s sport. ” said Aaron Sobol, head of U.S. media investments at Unilever. “Investing in women’s sport advertising is a strategic move to make our brand unmissable on important cultural stages. By supporting women’s sports, we connect with a passionate and growing audience and drive both brand loyalty and community impact.”
