GroupM, WPP’s media investment group, announced the company exceeded its pledge to double annual media spend in women’s sports advertising.
Since the formation of the agency’s dedicated women’s sports marketplace 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 enhance the growth, visibility, and monetization of 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,” 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 of momentum reflects more than a passing trend — it’s a full-fledged movement.”
GroupM executed high-impact partnerships designed to maximize brand value, elevate 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 trending 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 platforms.
- Google’s Presenting 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 rise, 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 opened a new frontier in advertising, where we’re shifting 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 recent 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 like 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 lucrative 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 dedication to women’s sports.”
GroupM’s commitment measured the media spend negotiated in 2024 for the 2024-2025 broadcast year, compared against the media spend for the 2023-2024 broadcast year. Scatter marketplace investments through Q3 2025 will also contribute to this effort.
