Global advertising and communications agency M+C Saatchi Group on Tuesday announced the acquisition of Women’s Sports Group Ltd (WSG), a specialist advisory and media rights consultancy operating in women’s sport.
WSG will maintain its brand and operate as WSG, part of M+C Saatchi Sport & Entertainment. Rachel Knight and Steph Harries will become co-MDs of the division, reporting to Robin Clarke, global CEO, M+C Saatchi Sport & Entertainment.
The London-based agency declared the acquisition, funded via internal cash reserves, adds “significant expertise in sports rights” and strengthens its “fast-growing sport and entertainment platform”.
Financial details were not disclosed.
Founded in 2021 by Heather Rabbatts, the Football Association’s first female non-executive director and board member, WSG provides advisory and media services across broadcast strategy, brand partnerships, production, data and insights, and communications.
WSG’s clients include sports federations, clubs, broadcasters, and brands. Clients have included the Barclays Women’s Super League, Premiership Women’s Rugby, the Billie Jean King Cup, Arsenal FC, DAZN, Tour de France Femmes avec Zwift, and Angel City FC. The team also has experience of working closely with the Premier League, UEFA, FIFA, the All England Lawn Tennis Club, the England and Wales Cricket Board and Six Nations Rugby.
The consultancy has advised on key commercial and media rights deals, including the FA Women’s Super League broadcasting partnership and SailGP’s Women’s Pathway programme.
M+C Saatchi said the deal aligns with its strategy of investing in higher-margin growth areas. It follows the May acquisition of Dubai-based Dune 23 Sport & Entertainment Sports Events Marketing Co LLC and the recent launch of M+C Saatchi Football, a partnership with former England footballer Jamie Redknapp.
M+C Saatchi chief executive officer Zaid Al-Qassab said: “The acquisition of Women’s Sports Group adds significant expertise in sports rights to our fast-growing sport and entertainment platform and I am delighted to welcome the team to M+C Saatchi. The transaction further strengthens our proposition and positions us well to capitalise on one of the most dynamic areas of growth in our industry.”
Al-Qassab added that the group’s regional-first strategy is “delivering increased traction”, citing recent multi-year and multi-specialism wins in the US, including work with U.S. Soccer and the Harlem Globetrotters.
Outside North America, M+C Saatchi has recently secured framework agreements with Formula E and Coca-Cola for its Premier League partnership, as well as a Formula 1 campaign for the Gates Foundation in the UK.
In the Middle East, the group has landed projects with Dubai Basketball, a major US basketball team, and the Global Champions Tour.
lbbonline.com reports that “as women’s sport revenue accelerates towards $23 billion by 2033 (Sport Industry Report 2025) the ability to translate growth into Return on Cultural Power will provide brands with the decisive advantage. The new combined consultancy will help clients capture this value through strategy, commercial models and measurable fan growth, while also building cultural resonance and advocacy through M+C Saatchi’s proprietary Cultural Power Index”.
