GroupM, WPP’s media investment group, has announced that it has exceeded its pledge to double annual media spend in women’s sports advertising.
Since launching its dedicated women’s sports marketplace earlier this year, over 20 brands within GroupM’s portfolio have prioritized and increased their investments in women’s sports. Notable participants include adidas, Adobe, Ally, Coinbase, and Google, among others.
To enhance the visibility and monetization of women’s sports, GroupM has secured 25 first-to-market opportunities with major networks, including Disney, NBCUniversal, Paramount, and YouTube, for the 2024-2025 broadcast year.
“Doubling our spend in women’s sports within just a few months is a significant milestone for both GroupM and the industry,” said Matt Sweeney, chief investment officer of GroupM US. “This surge in investment reflects a broader commitment, with some clients making first-time investments and others expanding their existing strategies. It’s a clear signal that this is not just a trend, but a movement.”
GroupM executed high-impact partnerships designed to maximize brand value, elevate visibility, and strengthen audience engagement. Notable examples include:
*Exclusive YouTube partnership that provides high visibility through an AI-powered Spotlight Moment sponsorship during major women’s sports events.
*Indeed’s presenting sponsorship of Thursday Primetime Women’s College Basketball on Disney platforms and the WNBA Feature Sponsorship on Paramount.
*Google’s presenting sponsorships of the WNBA Countdown and the NWSL Playoffs and Championship on Disney and Paramount platforms.
The demand for women’s sports content continues to grow, with ESPN reporting that this year’s WNBA Finals achieved the highest viewership in 25 years across all networks.
“The Women’s Sports Marketplace represents a new frontier in advertising, moving beyond traditional strategies to embrace customization and innovative ad formats,” stated Denise Ocasio, Executive Director of Investment, GroupM US. “This initiative highlights that true value lies in deeper engagement, fostering a cultural shift that resonates with consumers on a meaningful level.”
According to EDO’s recent Women’s Sports TV Outcomes Report, there have been double-digit year-over-year improvements in TV ad effectiveness during women’s sports programming, with tennis and basketball emerging as top-performing events for advertisers in 2023.
“As technology evolves, the ability to engage audiences in real-time positions sports as one of the most dynamic and lucrative sectors in advertising,” said Martin Blich, Executive Director of Sports and Live Investment, GroupM US. “The future of sports media lies in collaboration and continued innovation, underscoring our commitment to women’s sports.”
GroupM’s commitment is based on the media spend negotiated for the upcoming 2024-2025 broadcast year, measured against the previous year’s spending. Ongoing investments through Q3 2025 will further contribute to this initiative.
