WPP MEDIA has unveiled WPP Media Sports, a unified sports and gaming practice designed to help brands accelerate growth through more integrated, data-led sports marketing.
Live sport continues to give brands access to large, highly engaged audiences. However, the way fans discover, consume and interact with sport has evolved rapidly across streaming platforms, social media, gaming, creators and wider culture. WPP Media Sports has been created to respond to this shift, bringing sponsorships, partnerships, content and measurement together into a single, scalable offering.
The new practice builds on WPP Media’s established expertise in sports marketing, with a clear focus on planning, activating and measuring sports investments as part of a broader growth framework. Its ambition is to help brands move beyond isolated, one-off activations and instead align sports marketing with how audiences engage across multiple touchpoints today.
WPP Media Sports integrates media strategy, partnerships, content, experiential marketing and analytics within one connected framework. This approach is designed to reduce fragmented planning, while enabling more consistent measurement, optimisation and long-term value creation.
By combining proprietary, partner and marketplace data, alongside technology partnerships with platforms such as GumGum and Relo Metrics, WPP Media Sports offers real-time sponsorship measurement and richer contextual insights. This enables brands to understand not only where their sponsorships appear, but also how performance develops across platforms, formats and key moments.
