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Sprinter running with blur behind him

10 May 2023

Gen Z: a lesson for sports brands

The growth in sports brands has been unrelenting: more participants, more viewers, more followers. But, for the first time, this growth is being challenged – by the difficulty in attracting Gen Z audiences

American football helmet on red and blue background

01 Feb 2023

Super Bowl 2023: dynamic and multi-dimensional

The game, the people, the advertising and the halftime show – that’s what the Super Bowl has always been about. Now smartphones, apps, online chat and virtual communities make the Super Bowl multi-dimensional, says Chris Console of WPP Sports Practice

Running athlete illustration

23 Jan 2023

2023 in sport: a year full of potential

Six trends that will shape the year for brands and rights-holders

Irene Altozano

01 Dec 2022

01.28

Women’s football will offer new opportunities

"Brands that build long-term, authentic partnerships with teams will thrive," explains WPP's Irene Altozano

Close up of the hands of people lining up at the start line of an athletics track

30 Sep 2022

Helping sports to cross the Atlantic

WPP agencies are at the forefront of guiding sports organisations and brands to bridge the gap between Europe and North America

Girls playing football

07 Jul 2022

What is the future for women’s sport?

Rights-holders and brands must capitalise now on the momentum that’s been generated

Car light trail driving straight in surreal digital render scenario

06 Oct 2021

Gaming and the metaverse

The metaverse is here – but what is it and what does it mean for brands?

Young black female gamer celebrates

05 Oct 2021

Women in gaming: the real game changers

Discover how to tap into the gaming industry and the growing female presence within it

Clones of yellow tennis rackets forming circle on pink background

12 Aug 2021

Sport needs to adapt as the (third-party) cookie crumbles

How sports properties can put themselves in pole position to understand their audiences

People sitting in front of computers playing games and high-fiving

19 May 2021

Gaming in the 2020s: reach, rewards and the new meditation

Understanding the scale of the opportunity in gaming and what brands can expect to gain from their efforts

Person standing in virtual landscape

04 Feb 2021

Primetime game-tainment

Is gaming the new Hollywood?

Back-in-the-game- report by Wunderman Thompson

18 Nov 2020

Back in the game

The future of sports promises a new era of opportunity for brands

Gaming illustration

10 Nov 2020

What brands can learn from playing games

Gaming mechanics and tactics could drive both engagement and revenue

Why-COVID-19-will-usher-in-a-new-world-order-in-sport

22 May 2020

Why COVID-19 will usher in a new world order in sport

The way sport is structured and consumed was already changing, but the pandemic will accelerate this paradigm shift

How-sponsors-can-navigate-COVID-19

22 Apr 2020

How sponsors can navigate COVID-19

Advice for brands on how to handle the turbulence upending the 2020 sports calendar

Host-cities

15 Apr 2020

The host cities’ perspective: the impact of COVID-19 on sporting events

Insights from the global Host City Survey

Superbowl-ad-playbook

31 Jan 2020

Super Bowl advertising playbook

A look at the past decade of spend during the Big Game

WPP-iQ-In-game-advertising-101

13 Dec 2019

In-game advertising 101

The evolution of advertising in video gaming

Gaming-WT-Intelligence

27 Nov 2019

Marketing’s missing link: the opportunity in gaming

WPP Sports Practice on how the world of video games allows brands to engage with the next generation of consumers