Women’s sports advertising market soars thanks to GroupM deal

Advertisers have bought into women’s sports.

GroupM, the WPP-owned media agency, says it has “exceeded” its target of doubling annual media spend on women’s sports programming.

Earlier this year, the agency announced its intention to double its spending in the area in conjunction with the NCAA women’s college basketball tournament, which drew record ratings. The company now says it has surpassed that goal in a matter of months, with more than 20 major advertisers increasing their commitment to women’s sports, including Adidas, Adobe, Ally, Coinbase, Danone, Discover, Domino’s, DoorDash, Google, Indeed, Mars, Method, Nationwide. , Target, TJ Maxx, Unilever and Universal Pictures.

Spending has also boosted media companies, with Disney, NBCUniversal, Paramount and YouTube offering advertising opportunities for 2024-2025.

“Doubling our spending on women’s sports in a matter of months marks an important milestone for both our company and the industry,” said Matt Sweeney, chief investment officer of GroupM US. “While some clients have long been pioneers in this area, others are now expanding their commitments or making their first investments. This surge in momentum reflects more than a passing trend—it’s a full-fledged movement.”

Media buys led by GroupM included Indeed’s sponsorship of college basketball on ESPN and the WNBA on Paramount platforms, a deal with YouTube to provide access to women’s sports audiences through AI-powered Spotlight Moment, as well as Google, a WNBA sponsorship showcase on Disney and the National Women’s Soccer League on Disney and Paramount.

In addition to college basketball’s record ratings, the WNBA set its own records this season, thanks in part to superstar rookies like Caitlin Clark and Angel Reese. The NWSL says its ratings are up, too.

Demand for women’s sports is also leading to the creation of entirely new leagues, with the soon-to-launch Unrivaled 3-on-3 basketball league securing commitments from top WNBA stars and a television deal with TNT Sports.

The success of GroupM’s promotion and active support from major advertisers suggests that there is still room for growth.