WPP Media has launched WPP Media Sports, a unified sports and gaming practice designed to transform how brands engage with fans and drive growth.
The new practice integrates sponsorships, content, activations, and analytics under a single roof, aiming to move brands from reactive campaigns to proactive, data-driven sports strategies.
WPP Media Sports eliminates fragmented planning and disconnected measurement, enabling brands to plan sports holistically, activate with precision, and optimize continuously over time.
Leveraging proprietary, partner, and marketplace data and amplified through partnerships with GumGum and Relo Metrics, WPP Media Sports enables real-time sponsorship measurement and contextual intelligence, helping brands understand not just where they show up, but how performance evolves across platforms and moments.
Launching in a year defined by major global sports moments, including Super Bowl LX, the Winter Olympics, and the lead-up to the FIFA World Cup 2026, WPP Media Sports is built for a landscape where speed, intelligence, and integration matter more than ever.
With major events on the horizon, including Super Bowl LX, the Winter Olympics, and the lead-up to FIFA World Cup 2026, WPP Media Sports aims to set a new standard for holistic, integrated sports marketing.
Martin Blich, WPP Media Executive Director and Head of U.S. Sports Investment & Partnership, said, “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. We focus on making every sports moment count — using data, insights, and tools to help brands turn fleeting attention into lasting engagement and real business impact.”
“For millennia, sports has united people and ignited passion across cultures and generations. Our role is to make sure that power translates into tangible growth, embedding sports strategically into broader marketing and growth plans, so every partnership contributes to measurable impact,” Blich added.
Susan Schiekofer, U.S. Chief Media Officer, WPP Media, said, “Sports delivers unmatched attention. The real challenge is converting it into results. That’s what we do at WPP Media — we bridge the excitement of the game with the rigor of data-driven marketing, ensuring passion translates into performance.”
