April 12, 2024

FDI Forum

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GroupM Commits to Double Media Investment in Once-a-year Women’s Sports Advertising Chances

Advertisers Join Media Financial investment Company to Look for Initial Glimpse and First-to-Market Offers Throughout Women’s Sports Commencing With 2024-2025 Upfront  

NEW YORK, NY (March 27, 2024) — GroupM, WPP’s media investment decision group, now introduced its motivation to double media investment for annual women’s sporting activities with the creation of a focused marketplace. GroupM will find 1st search and very first-to-market place alternatives starting with the 2024-2025 Upfront along with advertisers such as adidas, Ally, Coinbase, Find®, Google, Mars, Nationwide, Unilever, Universal Photographs, among other folks.  

Women’s sports activities are projected to create a lot more than $1 billion in earnings in 2024, in accordance to Deloitte, as modern peaks in viewership and engagement throughout sporting activities channels suggest fans’ appetites for women’s sports activities are at an all-time higher. GroupM will collaborate with its media associates to establish and allocate media investments to drive the discovery, advertising and monetization of women’s sports activities.  

“Our market has noticed the incredible impact of investing in women’s athletics about the previous quite a few years, but even with ongoing momentum, women’s sports investments only comprise a mere portion of complete media shell out in sports activities,” reported Matt Sweeney, Chief Investment Officer, GroupM US. “Starting with this year’s Upfront negotiations, our staff will procure elevated prospects that are a acquire-gain for our advertisers. GroupM advertisers have challenged the market to flip the script on how to invest in women’s sports, and they will keep on to participate in a pivotal position shifting forward.” 

In 2023, Andrea Brimmer, Chief Marketing and PR Officer at Ally pioneered conversations with GroupM, imploring the agency to build an advertising market for women’s sports activities. Kicking off with this year’s Upfront, GroupM will pursue newfound women’s athletics advertising opportunities like broadcast sponsorships and bespoke offers to grassroots investments with leagues and athlete-owned enjoyment providers. 

“Creating a devoted marketplace for women’s sports activities starting at this year’s Upfront marks a significant stage forward in driving serious influence in the organization of women’s sports activities,” stated Andrea Brimmer, Chief Advertising and PR Officer, Ally. “At Ally, we dreamed about reimagining the investment strategy so we could generate systemic modify in the way women’s sports media is acquired and offered. And, currently, by the leadership of GroupM and their a lot of consumers throughout industries, this dream is getting to be a actuality.” 

“With heightened need for women’s athletics, and a duty to enhance the women’s sports activities market, our staff is committed to offering our advertisers with bespoke and bountiful prospects that will drive brand effects, maximize advertisement effectiveness and improve small business outcomes,” claimed Denise Ocasio, Govt Director of Expense, GroupM US. “Fast-developing audiences are looking at at a superior clip, and subsequently, women’s sports programming is in the ranks with some of the optimum rated broadcasts all round. Marketing along with women’s sports activities will work.”  

According to current investigation by the Television results firm EDO, promotion in women’s sporting activities drives constructive brand affect and elevated advertisement success. When measuring the effects of advertisements on viewer conduct, adidas adverts that includes woman athletes were being 69% far more efficient than the brand’s common advert on broadcast and cable in 2023.   

“Beyond prioritizing investing in women’s sporting activities as a whole, we need to have to obstacle the way promoting and sponsorship offers are purchased and offered,” stated Martin Blich, Executive Director, Sports and Are living Financial investment, GroupM US. “For quite a few a long time, there has been disparity concerning men’s and women’s sports activities advertising and marketing, but nowadays there are enhanced prospects across women’s sports activities. We hope our dedication will assist models execute a additional holistic expenditure tactic centered all-around viewers, even though expanding over-all sports activities marketing.” 

Advertisers across GroupM’s companies Mindshare, Wavemaker and EssenceMediacom will be welcome to take part in this year’s dedicated women’s sports activities marketplace.  

Manufacturers fascinated in obtaining to start with-search promotion options can join straight with their GroupM financial commitment leads.  


Amy Adams, Vice President of Media, Discover: “Collaborating with GroupM to double the media expenditure for women’s athletics is a continuation of Discover’s determination to supporting the advancement of women’s athletics. Learn is very pleased to be aspect of such a considerable move forward in leveling the actively playing discipline when it arrives to promotion in women’s sporting activities.”  

Kate Johnson, World-wide Advertising and marketing Director, Sports, Entertainment, Written content Partnerships, Google: “Google is proud to be a brand name leader and pattern placing in the women’s sports activities space, driving visibility and incorporating hundreds of hours of content to the women’s sports ecosystem by means of our media and marketing partnerships. We could not do this get the job done without the need of our companions at GroupM. We are proud to be redefining not just what we spend in but how we do it, and invite other makes seeking to push advancement and have influence to invest with us.” 

Gabrielle Wesley, CMO & SVP, Marketing, Mars Wrigley North The united states: “Mars has usually been dedicated to representation in media, and along with GroupM, we are excited to pave the way for women’s sporting activities via efficient campaigns. The world we want tomorrow is inclusive and just one the place persons and the planet are flourishing.” 

Sara Sorce, AVP Media, Nationwide: “In the Spring of 2021, Nationwide turned the exceptional insurance plan companion of the Countrywide Women’s Soccer League (NWSL). Because then, we have expanded our romance with a multiyear extension. We are thrilled to see the assist of women’s sports activities reimagined with the development of a women’s athletics devoted marketplace. As a previous feminine athlete, I think that investment in women’s sports reaches far further than the subject – building leaders and fostering diversity. Nationwide is proud to husband or wife on foremost the way to scale women’s sports options and over-all representation in the media landscape.” 

Aaron Sobol, Head of Media Expenditure US, Unilever: “Women’s sporting activities is a normal place for Unilever’s brand names to demonstrate up, and we have been rising our investments in this room for yrs. We’re thrilled to see viewers engagement and marketer financial investment growing and for the media buying opportunities to carry on to mature. We are extremely supportive of this work by GroupM and the sporting activities marketplace to push simplicity for marketers investing in women’s sporting activities.”