Women’s Sports Connect will let clients efficiently invest and directly engage with the women’s sports fan base, which is 65 million people and growing, he added.Meanwhile, women’s sports-related content continues to gain traction. Last October, reflecting both the growing audience for women’s sports content and the increase in sports programming aimed at women, media agency […]
Women’s Sports Connect will let clients efficiently invest and directly engage with the women’s sports fan base, which is 65 million people and growing, he added.Meanwhile, women’s sports-related content continues to gain traction. Last October, reflecting both the growing audience for women’s sports content and the increase in sports programming aimed at women, media agency GroupM announced it had surpassed its goal of doubling annual media spend on women’s sports advertising for the 2024-25 broadcast year, versus the prior year.A new offering from Publicis Media aims to simplify things for marketers looking to increase their investment in the growing area of women’s sports, allowing clients to more easily navigate a complex network of channels, platforms and brands, Ad Age reports.
Women’s Sports Connect aims to differentiate itself through the creation of programs and partnerships for clients, with the goal of building long-term investment.“Through our longtime relationship with Publicis, we are collaborating on a framework for brands to engage women sports fans authentically, at scale,” Rita Ferro, President of Global Advertising at Disney, says in a statement. “We’re ensuring that women’s sports not only get the visibility they deserve but drive real business results for advertisers.”Women have become more prominent in sports marketing, Ad Age says. During this year’s Super Bowl, brands like Nike, Dove and the NFL highlighted the inequity between men’s and women’s sports leagues.Disney-owned media properties broadcast the WNBA and NWSL, in addition to 15 NCAA women’s championships — including the “March Madness” basketball tournament.
Publicis Sports, a sports investment agency that’s a unit of Publicis, is launching Women’s Sports Connect, which “will offer clients exclusive inventory and bespoke program creation including branded content, athlete NIL partnerships and event activation,” the report says.The women’s sports space is having a moment. Last year saw the creation of the Women’s Sports Audio Network (WSAN), an effort forged by iHeartMedia and Deep Blue Sports + Entertainment. Deep Blue is known for working with marketers and athletes to help brands have a first-person perspective when building their women’s sport-focused marketing strategies and brand messaging.Publicis will offer its clients exclusive inventory via a partnership between Women’s Sports Connect and Disney.The division will also offer cross-channel strategy and measurement in an effort to drive investment. According to the agency, clients haven’t entirely understood the marketing impact of women’s sports due to the volume of franchises and channels.“We’re hearing from many of our clients that it’s difficult to invest in women’s sports at scale in the current market, given the fragmentation of inventory,” Jon Tuck, President of Publicis Sports, tells Ad Age via email.“There is a lot of chatter in the marketplace about the disparity between men’s and women’s sports investment and how to achieve equity, but no one is really addressing the critical issue of fragmentation across women’s sports inventory,” Talia Raviv, global CEO of Publicis Media, said in a statement. “In order to shift greater investment toward women’s sports, we need a way to aggregate inventory and allow for scaled investment.”
