NEW YORK: 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 has executed impactful partnerships aimed at maximizing brand value and audience engagement. Key initiatives include:
- An 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.
Andrea Brimmer, Chief Marketing and PR Officer, Ally said, “From the time of our historic pledge to spend equally in 2022, our dream has been systemic change in the way women’s sports media is bought and sold. This dream is coming true. We couldn’t be more proud of what GroupM has built, and we salute the many other advertisers who are now contributing to the monetization of women’s sports, either deepening their commitments or contributing for the first time. When we work together, we can reshape the entire future of women’s sports, and we’ll all realize greater returns along the way.”
Kate Rouch, Chief Marketing Officer, Coinbase commented, “We are proud to partner with GroupM in creating unprecedented opportunities for women’s sports. Together, we are working to update the system for athletes, fans, and brands alike.”
Linda Bethea, Chief Marketing Officer, Danone North America said, “As a health-driven food company, we are looking for dynamic ways to connect with consumers when nutrition and fitness are top of mind — women’s sports is a hugely influential vehicle for those topics. Women’s sports and female athletes have incredible functional and emotional resonance, which is a powerful pairing for our Danone brands. This marketplace is a very relevant environment for nutritious food, especially for our portfolio, which stands out for our health-driven mission and leading science and benefits.”
Amy Adams, VP of Media, Discover said, “Women’s sports has been an important area of focus for Discover, particularly in hockey, and partnering with GroupM has helped Discover significantly surpass the media investment goal we set for women’s sports. We’re excited to play a pivotal role in driving this movement forward.”
Danielle Brown, SVP of Sports Brand Solutions, Disney commented, “For nearly three decades, Disney and ESPN have long been invested in the growth and elevation of women’s sports. What started as a long-term commitment has turned into a 27-year overnight success, showcasing female athletes and talent – both on and off the court – with no signs of slowing down. As the premier broadcaster of more than 60% of all women’s sports, we’re delivering brands and advertisers a unique platform to engage with our diverse audiences – furthering the movement and legacy that is women’s sports.”
Kate Trumbull, SVP, Chief Brand Officer, Domino’s said, “Together, we’re not just changing the game – we’re redefining the future of sports. By supporting this arena, we’re helping to create a more inclusive sports landscape. This movement isn’t just about today; it’s about creating a legacy that reshapes the landscape of sports for generations to come.”
Carmen Graf, Global VP of Marketing, Indeed stated, “By amplifying visibility, embracing innovation, and fostering equity in sports, we are setting a new standard for what’s possible across all sectors. Engaging with this audience is not just good business; it’s essential. Indeed champions salary transparency, promotes fair and equitable workplaces, and advocates for better work for all. Supporting women’s sports underscores our commitment to creating a more inclusive landscape across every field.”
Ray Amati, Senior Director of Media, Mars Wrigley: “Mars continues to partner with GroupM to champion, and invest in, women’s sports. Leveraging the power of our brands to interact with this growing and passionate audience helps us inspire moments of everyday happiness for sports fans.”
Peter Lazarus, Executive Vice President, Advertising & Partnerships, NBC Sports & Olympics commented, “Women’s sports have seen tremendous growth serving as a highly engaging and beloved source of excitement around the world, with strong and increasing demand from brands looking to reach the passionate and diverse fanbase. NBCUniversal is proud to continue to amplify women’s sports across our platforms and by working closely with GroupM we have been able to help more advertisers tap into the power of women’s sports and drive meaningful connections with new audiences.”
Ramon Jones, Executive Vice President and Chief Marketing Officer, Nationwide said, “The surge in popularity of women’s sports is a testament to the talent, dedication, and resilience of female athletes worldwide. As more fans and sponsors rally behind these inspiring women, we are witnessing a transformative era in sports. Through a shared commitment to women’s sports, GroupM and Nationwide recognize the importance of investing in this space to help shape the future landscape.”
Ryan Briganti, EVP, Head of Sports, Paramount Advertising stated, “The increasing demand for women’s sports advertising reflects brands’ recognition of the deep engagement and influence these audiences offer. Our partnership with GroupM has helped advertisers tap into this growing space, delivering innovative campaigns that elevate both advertiser impact and the reach of women’s sports.”
Aaron Sobol, Head of U.S. Media Investment, Unilever commented, “Investing in advertising in women’s sports is a strategic move that makes our brands unmissable on important cultural stages. Unilever has been investing in women’s sports for years, and we are thrilled to see the space continuing to evolve and mature. By supporting women’s sports, we connect with a passionate and growing audience, driving both brand loyalty and community impact.”
Leigh Moynihan, Head of Marketing, Volvo Car USA and Canada said, “By supporting this endeavor, we unlock new audiences, drive innovation, and help create a more inclusive media landscape. Engaging with this growing audience offers a unique opportunity—not only to drive meaningful impact but also to connect with passionate fans and fuel sustainable growth in the industry.”
