As a long-time advocate for gender equality in sports and media, this news fills me with immense pride and optimism. The strides being made by GroupM and other industry giants to invest heavily in women’s sports is not just a step forward, but a giant leap.
The flow of ad dollars to women’s sports is growing.
Following the kickoff of a campaign in 2024 aimed at increasing client spending on women’s sports by twice the original amount, GroupM, the prominent media-investment corporation backed by WPP, has announced surpassing their preliminary targets.
Matt Sweeney, chief investment officer of GroupM US, stated, “Increasing our spending on women’s sports by double within just a few months is a notable achievement for us and the industry. Previously, some clients had already taken the lead in this area, but now others are expanding their commitments or even making initial investments. This wave of momentum indicates it’s not just a fleeting fashion – it’s a full-blown movement.
Back in March, I, a passionate cinephile, was thrilled to learn about GroupM’s plan to establish a specialized marketplace for the programming genre. This venture was set to kick off during the bustling “upfront” market within the industry. Notable clients such as adidas, Ally, Coinbase, Discover, Google, Mars, Nationwide, Unilever, and NBCUniversal’s Universal Pictures expressed their keen interest at the time.
Over twenty distinct companies participated in this endeavor, GroupM announced on Tuesday, broadening their investment tactics to focus specifically on women’s sports. Companies such as adidas, Ally, Coinbase, Danone, Discover, Domino’s, DoorDash, Google, Indeed, method, Nationwide, Target, TJ Maxx, Unilever, Universal Pictures, and many others were part of this initiative. The media buyer also secured approximately 25 exclusive opportunities in the upcoming 2024-2025 broadcast season with Disney, NBCUniversal, Paramount, YouTube, and others.
Marketers involved have emphasized the significance they attribute to advertising within women’s sports, stating it holds greater importance compared to previous years. Linda Bethea, Chief Marketing Officer at Danone North America, expressed their company’s interest in leveraging women’s sports as a powerful platform for connecting with consumers on health-conscious and fitness-focused topics. She referred to investing in advertising within women’s sports as a strategic decision that boosts the visibility of their brands on culturally relevant stages. Similarly, Aaron Sobol, head of U.S. media investment at Unilever, highlighted the importance of this investment for making their brands stand out on essential cultural platforms.
Many other significant media companies are expanding their involvement in women’s sports. This move is driven by the growing interest in events like the WNBA and the women’s version of the March Madness basketball tournament. Deloitte, a major consulting firm, forecasted that global revenues from women’s elite sports will reach $1.28 billion in 2024, surpassing $1 billion for the first time and marking a staggering 300% increase compared to the spending in 2021.
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2024-10-29 16:20