Women’s Sports Is Paying Off
Women’s Sports Gain Momentum as GroupM Doubled Media Spend
Women’s sports are finally getting their time to shine. GroupM, a WPP-owned advertising firm, says that it has “exceeded” its goal to double the annual media spend on women’s sports programming, a target set earlier this year in connection with the widely viewed NCAA women’s basketball tournament. In just a few months, over 20 major brands, from Adidas and Google to Universal Pictures and DoorDash, including Adobe, Unilever, and Target, increased their investments in women’s sports.
“Doubling spend in women’s sports within a matter of months marks a significant milestone for our company and the industry alike,” says Matt Sweeney, chief investment officer of GroupM US. “While some clients have long been pioneers in this space, others are now broadening their commitments or making first-time investments. This surge of momentum reflects more than a passing trend — it’s a full-fledged movement.”
Responsible for coordinating ad buys across media channels, GroupM secured key sponsorship deals with clients like Indeed, which now sponsors college basketball on ESPN and the WNBA on Paramount platforms. Google also increased its presence in women’s sports through sponsorships for the WNBA and National Women’s Soccer League on Disney and Paramount channels. These investments have been propelled by record-breaking ratings for events like the NCAA women’s basketball tournament and an all-time high viewership for the WNBA, fueled by rising stars such as Caitlin Clark and Angel Reese. Even the National Women’s Soccer League reports growing audiences, illustrating an upward trend in interest for women’s sports.
As women’s sports gain traction, new opportunities continue to emerge. The upcoming launch of the 3-on-3 basketball league Unrivaled, which has secured TV coverage on TNT Sports, is another indicator of the increasing visibility and demand for women’s sports.
Source: The Hollywood Reporter
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Women’s Sports Gain Momentum as GroupM Doubled Media Spend
Women’s sports are finally getting their time to shine. GroupM, a WPP-owned advertising firm, says that it has “exceeded” its goal to double the annual media spend on women’s sports programming, a target set earlier this year in connection with the widely viewed NCAA women’s basketball tournament. In just a few months, over 20 major brands, from Adidas and Google to Universal Pictures and DoorDash, including Adobe, Unilever, and Target, increased their investments in women’s sports.
“Doubling spend in women’s sports within a matter of months marks a significant milestone for our company and the industry alike,” says Matt Sweeney, chief investment officer of GroupM US. “While some clients have long been pioneers in this space, others are now broadening their commitments or making first-time investments. This surge of momentum reflects more than a passing trend — it’s a full-fledged movement.”
Responsible for coordinating ad buys across media channels, GroupM secured key sponsorship deals with clients like Indeed, which now sponsors college basketball on ESPN and the WNBA on Paramount platforms. Google also increased its presence in women’s sports through sponsorships for the WNBA and National Women’s Soccer League on Disney and Paramount channels. These investments have been propelled by record-breaking ratings for events like the NCAA women’s basketball tournament and an all-time high viewership for the WNBA, fueled by rising stars such as Caitlin Clark and Angel Reese. Even the National Women’s Soccer League reports growing audiences, illustrating an upward trend in interest for women’s sports.
As women’s sports gain traction, new opportunities continue to emerge. The upcoming launch of the 3-on-3 basketball league Unrivaled, which has secured TV coverage on TNT Sports, is another indicator of the increasing visibility and demand for women’s sports.
Source: The Hollywood Reporter
Share:
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