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GroupM is planning to double its annual advertising spend on women\u2019s sports starting with this year\u2019s upfront, the WPP media investment agency announced.<\/p>\n
To achieve the goal, GroupM is putting together a \u201cdedicated marketplace\u201d that will allow its clients to get more involved with women\u2019s sports, according to Martin Blich, the agency\u2019s executive director of sports and live investment. The marketplace will include opportunities like broadcast sponsorships, league-level partnerships, and deals with athlete-owned media companies.<\/p>\n
\u201cWhen you look at the sports marketplace, it\u2019s really large, and the women\u2019s sports marketplace is only a small portion of that, so there\u2019s a lot of space there,\u201d Blich told Marketing Brew.<\/p>\n
Planting the seed:<\/strong> The idea for the initiative took root at the end of last year, when GroupM was talking with some of its clients that were already leaning into women\u2019s sports, Blich said. Those conversations heated up in the past three or four months, he said, leading up to the agency\u2019s commitment to double its 2023 spend on women\u2019s sports on behalf of its clients this year.<\/p>\nSome brands that work with GroupM, like Ally Financial and Google, already have established track records of deep investment in women\u2019s sports. Ally CMO Andrea Brimmer was one of the execs who started \u201cimploring the agency to establish an advertising marketplace for women\u2019s sports,\u201d last year, according to a GroupM press release. Other GroupM clients are newer entrants to the space, Blich said; but the marketplace is designed to be inclusive of them all.<\/p>\n
Teaming up: <\/strong>Several brands have already signed on, according to GroupM, including Ally, Google, Adidas, Coinbase, Mars, Nationwide, Unilever, Universal Pictures, and Discover. The marketplace is also open to clients affiliated with the GroupM agencies Mindshare, Wavemaker, and EssenceMediacom.<\/p>\nWhen GroupM brought the idea to Discover a few weeks ago, \u201cit was an easy yes,\u201d Discover VP of Media Amy Adams said, especially because the brand has been organically leaning more into women\u2019s sports in the past few years \u201cjust by way of where the eyeballs are.\u201d As an existing sponsor of the Big Ten conference, the financial services company activates across both the men\u2019s and women\u2019s tournaments, according to Adams, and it\u2019s both a sponsor of the NHL and an inaugural partner of the Professional Women\u2019s Hockey League.<\/p>\n
Heading into this year\u2019s upfronts season, Discover is \u201clooking to increase our investment in women\u2019s sports,\u201d Adams said, and she expects GroupM\u2019s marketplace will enable the brand to do just that.<\/p>\n
\u201cIt\u2019s not always easy to just go overinvest in certain places in media\u2014places that are underrepresented, or that are only getting smaller percents of the total investment,\u201d she said. \u201cYou really need partners like GroupM that have this scale that can create marketplaces that enable it for advertisers to go buy with more ease.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. GroupM is planning to double its annual advertising spend on women\u2019s sports starting with this year\u2019s upfront, the WPP media […]<\/p>\n","protected":false},"author":1,"featured_media":20968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20967","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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