WPP Launches Unified Sports & Gaming Practice Amid Evolving Fan Engagement & Ad Growth

• WPP introduces WPP Media Sports, a new unified practice for sports and gaming, to address evolving fan engagement across platforms.
• The initiative aims to help brands navigate fragmented audience behavior, spanning live events, streaming, social media, creators, and gaming.
• It focuses on integrated strategies for sponsorships, content, and partnerships, moving beyond one-off event-based campaigns.
• WPP Media Sports will leverage data, analytics, and partnerships (GumGum, Relo Metrics) for real-time sponsorship measurement and performance analysis.
• The launch anticipates major global events like Super Bowl LX, Winter Olympics, and FIFA World Cup 2026, targeting significant advertising growth.

Why It Matters: WPP's new sports and gaming unit aims to optimize brand engagement and ad spend in a fragmented media landscape.