Publicis Media is launching a dedicated women’s sports investment unit within Publicis Sports – Women’s Sports Connect (WSC).
Targeting what it sees as a $1.28 billion marketplace, WSC will be active in media, content, sponsorships, influencer, and events at collegiate and professional levels, Digiday reports.
“The Women’s Sports Connect platform will include all sports across both the professional and college levels, ie WNBA/NWSL, NCAA women’s college basketball and softball as some examples,” said Jon Tuck, president of Publicis Sports. “The programs that we build for brand partners will be customized to reach their objectives.”
“Our efforts are less focused on disparity and moreso on the opportunity for brands to grow their business by reaching this valuable audience of 65 million engaged fans,” Tuck added. “We want to address the marketplace fragmentation to make it easier for clients to make scaled investment. Other industry efforts talk about disparity/inequity but not the barriers we need to overcome to truly shift spend.”
“The future of sports is being rewritten, and those that don’t invest in women’s sports will find themselves left on the sidelines,” said Disney Advertising’s global president Rita Ferro, in a statement provided to Digiday by Publicis. “Through our longtime relationship with Publicis, we are collaborating on a framework for brands to engage women sports fans authentically, at scale.”
