Publicis Media’s Power Play in Women’s Sports
Publicis Media is making bold moves in women’s sports, and the industry is in awe! The company has officially launched Women’s Sports Connect (WSC)—a dedicated unit under Publicis Sports, built to amplify women’s sports like never before.
While the announcement caught some off guard, it makes perfect sense. Women’s sports are an untapped goldmine, pulling in record-breaking viewership, sponsorships, and cultural moments. Betting big on this space isn’t just brilliant; it’s strategic!
Publicis isn’t going at it alone. Heavyweights like Disney, Roku, and other major players are also stepping into the women’s sports arena, recognizing its massive potential.
Oh, and let’s not forget the timing—March, the month of International Women’s Day. What better moment to discuss an initiative that champions inclusivity and representation in marketing? Let’s break it down.
Why and how Publicis media shook-up women’s sports
As exciting as they are, women’s sports suffer from one major issue—fragmentation. If you want to watch a WNBA game, you might find yourself switching across six different networks to track it down. That’s frustrating for fans and even more of a headache for brands trying to invest in the space. WSC is here to fix that!
The company has built an entire platform dedicated to streamlining and enhancing investment in the space. Women’s Sports Connect (WSC) simplifies how brands invest in women’s sports—offering a single, streamlined entry point across both the professional and collegiate levels. Calling WSC just a “bridge” between these sectors would be an understatement. It connects brands, advertisers, and women’s sports in a way that’s never been done before.
But why now? That’s the million-dollar question. The answer came straight from Publicis Sports SVP Jared Kildare, who took the stage at CES 2025 and laid it out plain and simple.
And this isn’t just a feel-good move—it’s a business play with massive potential. Publicis sees a $1.28 billion opportunity in women’s sports. WSC will be active across media, content, sponsorships, influencer collaborations, and significant events. The platform will also dive into collegiate-level investments, including NIL (Name, Image, Likeness) opportunities for student-athletes. This tactic will ensure that the next generation of women in sports gets the attention and the financial backing they deserve.
Now, let’s talk about how this is actually happening.
The whole initiative runs as a partnership with Disney Advertising, giving Publicis clients exclusive access to some of the biggest streaming and linear inventory available. That means brands working with Publicis Media get first dibs on WNBA, NWSL, and 15 NCAA Women’s Championships, including the iconic March Madness tournament.
But the investment doesn’t stop there. Publicis is putting real money into original content, backing projects like Roku’s “Women’s Sports Now” series. They also collaborated with NBCUniversal and The Gist for a student-athlete empowerment program.
This isn’t just about buying ad space; it’s about building narratives, expanding visibility, and making women’s sports an undeniable force in media and marketing.
No more turning away from women’s sports
At CES 2025, Jared Kildare clarified that Publicis Media isn’t making moves based on gut feelings.
The company did its homework, analyzed the numbers, tracked audience behavior, and found one undeniable truth—women’s sports are rising, and brands want in.
The data backs it up. Last year, a Women’s Sport Trust report confirmed what many in the industry have been seeing—brand investment in women’s sports keeps climbing. Why? Because viewership is booming. According to Nielsen, audiences for women’s sports have been consistently growing. FIFA reported a staggering 3.2 billion views of their social and digital content for the 2023 Women’s World Cup. The 2023 U.S. Open women’s final outperformed the men’s final in viewership. Fast forward to 2024, and the Paris Olympics made history by featuring an equal number of male and female athletes competing for the first time.
The momentum didn’t stop at the Super Bowl. This year’s game saw brands jumping into the conversation, but Nike stole the show with its “So Win” campaign, a powerful tribute to women’s sports featuring tennis players, marathon runners, and more. The message? Women’s sports are here to dominate.
“There is undoubtedly an incredibly positive story to tell around women’s sports properties. The fact that existing sponsors see the value of their women’s sports sponsorships and want to continue their investment is a real win for the industry,” said Tammy Parlour, CEO of Women’s Sport Trust.
Now, with Publicis Media’s Women’s Sports Connect, brands that partner with Publicis are getting a first-mover advantage in a rapidly growing space. But the real question remains—how big will the impact be? That’s the next chapter we’re all waiting to see unfold.
Cut to the chase
With WSC, Publicis Media is not just joining the women’s sports movement—it’s shaping the future of how brands engage with this rapidly expanding market. The platform seeks to enhance investment in women’s sports through partnerships, sponsorships, and events, ensuring brands and audiences access it inclusively and efficiently.
