Did You Know? The global sports market is projected to reach $687.75 billion by 2028, demonstrating the immense potential for advertisers.
As we move further into 2026, the demand for effective advertising within live sports continues to surge. Recognizing this pivotal shift,WPP Media,a leading media-buying entity,has strategically launched a dedicated sports and gaming practise. This move isn’t just about keeping pace; it’s about providing brands with the tools and expertise to truly capitalize on the power of sports marketing.
WPP Media Sports: A New Era in sports Advertising
WPP Media Sports is designed to offer a complete suite of services, encompassing everything from strategic planning and data analytics to investment management and campaign activation. it’s a response to the growing need for sophisticated strategies that go beyond simply placing ads during game broadcasts. The practice will also focus on creating compelling content, leveraging the influence of key personalities within the gaming and sports worlds.
I’ve found that many brands struggle to translate fleeting attention during live events into lasting customer engagement. WPP Media Sports aims to solve this challenge by providing a data-driven approach. They’ll be utilizing a combination of their own proprietary data, insights from partner organizations, and marketplace data, alongside analytics from firms like GumGum and Relo Metrics. This allows for a more informed and confident allocation of advertising budgets.
the core ideology behind this new practice is a shift from reactive advertising to a proactive, holistic sports strategy. As Martin blich, WPP Media executive director and head of US sports investment and partnership, aptly put it, “It’s one thing to be on a fan’s mind during the game, but it’s another thing to stay there after the final whistle.”
The focus is on creating impactful moments that resonate with fans long after the event concludes.
The Rising Tide of Sports Advertising Revenue
The timing of this launch is particularly noteworthy. WPP Media previously projected an 8.8% increase in global advertising revenue for 2025, reaching a staggering US$1.14 trillion. Live sports broadcasts are consistently identified as a major catalyst for this growth, offering guaranteed large and engaged audiences. this is further evidenced by recent trends; such as, Nielsen reported a 14% increase in viewership for NFL games in the fall of 2025 compared to the previous year.
The launch coincides with a packed sporting calendar, including the Winter Olympics and the FIFA World Cup, alongside perennial favorites like the Super Bowl. In fact, NBC recently announced a complete sell-out of advertising slots for the Milan-Cortina 2026 Winter Olympics,demonstrating the intense competition for visibility during these premier events. Demand was so high that Super bowl ad slots were exhausted in September 2025, with broadcasters seeking upwards of $7 million per spot.
