With Olympics and the lead-up to the Fifa World Cup 2026 just around the corner, WPP is launching WPP Media Sports agency. The company says, “The attention is there: live sports remain one of the best places for brands to reliably reach massive, engaged audiences in real time. The way fans engage, move, and transact around sports, however, has fundamentally changed.”
WPP Media Sports is a unified sports and gaming practice delivering premier, scalable sports sponsorships, integrations, and content to drive intelligent growth with fans, wherever they are. This practice is an evolution of our longstanding sports leadership, which has been delivering best-in-class media, partnerships, and activations for some of the world’s most valuable sports moments.
“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,” says Martin Blich, WPP Media Executive Director and Head of U.S. Sports Investment & Partnership.
“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.”
As WPP Media U.S. Chief Media Officer Susan Schiekofer explains, “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.”
“For millennia, sports has united people and ignited passion across cultures and generations,” says Blich. “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.”
The future of sports marketing isn’t about who’s the loudest. It’s about meeting fans where fandom happens, moving beyond one-off moments or games toward connected, multi-year strategies built to last. Through WPP Media Sports, we’re making the passionate tradition of sports smarter, more connected, and built for what comes next, adds the company.
