More than 20 leading brands are investing significantly in women’s sports advertising in 2024 and beyond
Media investment firm secures 25 exclusive first-to-market and first-look opportunities for GroupM clients
NEW YORK, NY (October 29, 2024) – GroupM, WPP’s media investment group, today announced the company has exceeded its pledge to double annual media spend on women’s sports advertising. Since establishing the agency’s dedicated women’s sports market earlier this year, more than 20 brands across GroupM’s portfolio have expanded their investment strategies to prioritize and monetize women’s sports, including: adidas, Adobe, Ally, Coinbase, Danone, Discover®, Domino’s, DoorDash , Google, Indeed, Mars, method, Nationwide, Target, TJ Maxx, Unilever, Universal Pictures, Volvo Car USA, and others.
GroupM secured 25 first-to-market opportunities with Disney, NBCUniversal, Paramount and YouTube, among others for the 2024-2025 broadcast year in an effort to improve the growth, visibility and monetization of women’s sports.
“Doubling spending on women’s sports in a matter of months is an important milestone for our company and the industry,” said Matt Sweeney, Chief Investment Officer, 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 in momentum reflects more than a passing trend – it is a full-fledged movement.”
GroupM executed high-impact partnerships designed to maximize brand value, increase visibility and strengthen audience engagement. Notable examples include:
- Exclusive YouTube deal providing access to women’s sports audiences through an AI-powered Spotlight Moment sponsorship, ensuring high share of voice and prominent ad placement on relevant videos during major women’s sports events.
- Indeed offers sponsorship of Thursday Primetime Women’s College Basketball on Disney platforms and the WNBA feature sponsorship on Paramount platforms.
- Google’s presentation of sponsorships of the WNBA Countdown on Disney platforms, and the NWSL Playoffs and Championship on Paramount and Disney platforms.
Demand for women’s sports content continues to increase, with ESPN – owned by Disney, an established leader in women’s sports – reporting that this year’s WNBA Finals had the highest viewership in 25 years across all networks.
“The Women’s Sports Marketplace has opened a new frontier in advertising, where we are moving beyond traditional media strategies to embrace customization, premium content and innovative ad formats,” said Denise Ocasio, Executive Director of Investment, GroupM US. “This proves that real value comes from deeper, more impactful engagement. It’s not just about visibility – it’s about fueling a cultural shift that connects with consumers on a more meaningful level.”
EDO’s rackgraft Women’s Sports TV Outcomes Report revealed double-digit year-over-year improvements in TV ad effectiveness during women’s sports programming, with major events such as tennis and basketball emerging as top performers for advertisers in 2023.
“As technology advances, the ability to deliver real-time engagement, global reach and deep emotional connection positions sports as one of the most dynamic and profitable sectors in advertising,” said Martin Blich, Executive Director, Sports and Live Investment, GroupM US. “Sports media is redefining audience engagement. Future progress requires collaboration across the industry, continued innovation and a shared commitment to women’s sport.”
GroupM’s commitment measured the media spend negotiated in 2024 for the 2024-2025 broadcast year, compared to the media spend for the 2023-2024 broadcast year. Scatter market investments through the third quarter of 2025 will also contribute to this effort.
QUOTATIONS FOR ATTRIBUTION
- Andrea Brimmer, Head of Marketing and PR, Ally: “From the time of our historic pledge to breakeven spending 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, whether deepening their commitments or contributing for the first time. When we work together, we can reshape the entire future of women’s sport, and we will all realize greater returns along the way.”
- Kate Rouch, Chief Marketing Officer, Coinbase: “We are proud to work with GroupM to create unprecedented opportunities for women’s sports. Together we are working to update the system for athletes, fans and brands.”
- Linda Bethea, Chief Marketing Officer, Danone North America: “As a health-driven food company, we’re looking for dynamic ways to connect with consumers when nutrition and fitness are at the forefront – women’s sports are a hugely influential vehicle for those topics. Women’s sports and female athletes have incredible functional and emotional resonance, which is a powerful combination for our Danone brands. This market is a very relevant environment for nutritious foods, especially for our portfolio, which stands out for our health-driven mission and leading science and benefits.”
- Amy Adams, VP of Media, Discovers: “Women’s sports has been an important focus area for Discover, particularly in hockey, and partnering with GroupM has helped Discover significantly exceed the media investment goal we set for women’s sports. We are excited to play a pivotal role in driving this movement forward.”
- Danielle Brown, SVP of Sports Brand Solutions, Disney: “Disney and ESPN have been invested in the growth and elevation of women’s sports for nearly three decades. What started as a long-term commitment turned into a 27-year success overnight, showcasing female athletes and talent – both on and off the court – with no signs of slowing down. As the leading broadcaster of more than 60% of all women’s sport, we offer brands and advertisers a unique platform to connect with our diverse audiences – advancing the movement and legacy of women’s sport.”
- Kate Trumbull, SVP, Head of Brand, Domino’s: “Together we are not just changing the game – we are redefining the future of sport. By supporting this arena, we are helping to create a more inclusive sporting landscape. This movement is not just about today; it’s about creating a legacy that reshapes the landscape of sport for generations to come.”
- Indeed, Carmen Graf, global VP of marketing: “By boosting visibility, embracing innovation and promoting equity in sport, we are setting a new standard for what is possible across all sectors. Engaging with this audience isn’t just good business; it’s essential. Indeed promotes salary transparency, promotes fair and equitable workplaces and advocates for better work for all. Supporting women’s sports highlights our commitment to creating a more inclusive landscape across every field.”
- Ray Amati, senior director of media, Mars Wrigley: “Mars continues to work with GroupM to champion and invest in women’s sport. By leveraging the power of our brands to communicate with this growing and passionate audience, we help inspire moments of everyday happiness for sports fans.”
- Peter Lazarus, Executive Vice President, Advertising and Partnerships, NBC Sports & Olympics: “Women’s sport has 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 fan base. NBCUniversal is proud to continue to strengthen women’s sports across our platforms and by working closely with GroupM we have been able to help more advertisers harness the power of women’s sports and drive meaningful connections with new audiences.”
- Ramon Jones, Executive Vice President and Chief Marketing Officer, Nationwide: “The rise in popularity of women’s sport 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 sport, 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: “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 and deliver innovative campaigns that increase both the impact of advertisers and the reach of women’s sport.”
- Aaron Sobol, Head of US Media Investment, Unilever: “Investing in advertising in women’s sports is a strategic move that makes our brands indispensable on important cultural stages. Unilever has been investing in women’s sports for years, and we’re delighted to see the space continue to develop and mature. By supporting women’s sport, 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: “By supporting this effort, we are unlocking new audiences, driving innovation and helping to create a more inclusive media landscape. Engaging with this growing audience presents a unique opportunity – not only to drive meaningful impact, but also to connect with passionate fans and fuel sustainable growth in the industry.”