
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

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

23 Jan 2023
2023 in sport: a year full of potential
Six trends that will shape the year for brands and rights-holders

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

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

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

06 Oct 2021
Gaming and the metaverse
The metaverse is here – but what is it and what does it mean for brands?

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

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

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

04 Feb 2021
Primetime game-tainment
Is gaming the new Hollywood?

18 Nov 2020
Back in the game
The future of sports promises a new era of opportunity for brands

10 Nov 2020
What brands can learn from playing games
Gaming mechanics and tactics could drive both engagement and revenue

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

22 Apr 2020
How sponsors can navigate COVID-19
Advice for brands on how to handle the turbulence upending the 2020 sports calendar

15 Apr 2020
The host cities’ perspective: the impact of COVID-19 on sporting events
Insights from the global Host City Survey

31 Jan 2020
Super Bowl advertising playbook
A look at the past decade of spend during the Big Game

13 Dec 2019
In-game advertising 101
The evolution of advertising in video gaming

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