Observed Signal · Mar 18, 2026 · Report Release · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Women’s Sports Ads: ROI Soars, Investment Grows!
WPP Media published a "Women’s Sports Playbook" (in partnership with EDO, Adverteyes and VideoAmp) showing rising advertiser returns from investment in women’s sports. The report found a 79% year-over-year increase in ad impressions for women’s sports, 20% higher ad engagement versus non-sports broadcast and cable, and that Ally Financial’s ads delivered 85% higher engagement during women’s sports compared with broadcast/cable averages outside live sports. Investment in women’s sports is estimated to be up nearly 70% year over year, with total spend around $127 million and ad airings rising nearly 30% to almost 30,000. The report also notes audiences overindex for households with incomes of $200,000+, and that athlete-led, culturally aligned creative drives stronger emotional engagement, attention and brand recall.
Provides data-backed evidence of growing ad impressions, higher engagement and rising spend in women’s sports, which can influence media-buying decisions, creative strategy, and upfront negotiations across advertisers and agencies.
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Key Takeaways & Evidence Grounding
- WPP Media published the "Women’s Sports Playbook" in partnership with EDO, Adverteyes and VideoAmp.
- The report found a 79% year-over-year increase in ad impressions for women’s sports.
- Ads in women’s sports drove 20% higher engagement than on non-sports broadcast and cable; Ally Financial ads showed 85% higher engagement during women’s sports versus broadcast/cable averages outside live sports.
- Investment in women’s sports is estimated to be up nearly 70% year over year, with total spend around $127 million and ad airings up nearly 30% to nearly 30,000.
- Audiences for women’s sports overindex for households with incomes of $200,000 or more; athlete-led, authentic creative boosts emotional engagement, attention and brand recall.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Women's Sport Boom Leaves Advertisers Playing Catch-Up
Women's sport is breaking viewing records across the UK and US, but advertising investment lags behind. The Women’s Euros delivered ITV’s biggest audience of the year, the Women’s Rugby World Cup final on the BBC was the most-watched rugby match of 2025, and the WNBA playoffs posted ESPN’s highest ever viewership. In the UK, Women’s Sport Trust notes that 2024 women’s sport accounted for about 15% of total sports viewing, while data from EDO shows only 3% of TV ad spend goes to live women’s sports. Quantcast reports a 590% rise in the addressable audience for women’s football last season. Agencies are responding: WPP formed a dedicated women’s sports marketplace and claims to have exceeded its 2024 spend target; Publicis Media launched Women’s Sports Connect; Stagwell highlighted Sport Beach in Cannes with Serena Williams. Industry leaders caution that consumer demand is outpacing ad spend, calling for omnichannel strategies, better measurement, and creative that aligns with fans’ values.
Ally Seeks Influence in Women's Sports Media Deals
Ally Financial (Ally Bank) says it met a five-year pledge to reach parity in ad spend across men’s and women’s sports media a year ahead of schedule. Andrea Brimmer, Ally Bank’s chief marketing and PR officer, told Digiday the brand is pushing for greater influence over how media deals are structured — not just buying sponsorships — by brokering rights arrangements with partners such as the WNBA, PWHL and NWSL. Ally uses flexible deal terms (for example, ceding category exclusivity to allow league monetization) and invests in emerging media and long-term content partnerships to protect its position amid rights fragmentation. The article cites broader market context: a WPP report that women's sports impressions rose and ad spend grew 69% year over year, and mentions recent industry moves from P&G and Publicis Sports.
Amazon Innovates to Meet Women's Sports Ad Demand
Amazon is adapting its advertising approach to capitalize on growing demand for women's sports inventory as brands compete for limited spots. A WPP Media report cited in the article found a 79% year-over-year increase in ad impressions for women’s sports and 20% higher ad engagement than non-sports broadcast and cable. Amazon (via Prime Video) holds long-term media rights including an 11-year deal with the WNBA and a multi-year agreement to cover the NWSL, prompting Amazon Ads to devise creative opportunities to place brands amid constrained inventory. The piece also notes brand creative, such as Candace Parker starring in a commercial for Lilly, as examples of activation tied to the trend.
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