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WPP's GroupM to double media spend in women's sports

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Mar 27, 2024
Illustration of a woman from behind with a dollar sign on the back of her sports jersey

Illustration: Sarah Grillo/Axios

WPP's GroupM says it plans to double media spend in women's sports this year.

Why it matters: More ad dollars coming from the world's largest media buying agency will help keep the boom in women's sports going.

Zoom in: GroupM executive Martin Blich tells Axios that the agency will seek out deals this Upfront season.

  • GroupM plans to look for opportunities across the industry from broadcast sponsorships to athlete-owned companies, Blich says.
  • Adidas, Ally, Coinbase, Discover, Google, Mars, Nationwide, Unilever and Universal Pictures were named in the press release as committed to the initiative.
  • "There's been a disparity in the marketplace for women's sports versus traditionally male-dominated sports," Blich says. "We acknowledge that ... and we're elevating that awareness. ... We got to get to work."

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