M&C Saatchi buys Women's Sports Group to boost sports offering

(Alliance News) - M&C Saatchi PLC on Tuesday said it has acquired Women's Sports Group Ltd, a UK-based specialist in women's sports media rights and consultancy, as the advertising firm continues to expand its global sport and entertainment offering.

The London-based advertising and communications agency said the acquisition, funded from existing cash resources, adds "significant expertise in sports rights" and strengthens its "fast-growing sport and entertainment platform."

The financial details of the transaction were not disclosed by the company.

Founded in 2021, Women's Sports Group provides advisory and media services across broadcast strategy, brand partnerships, production, data and insights, and communications.

Its clients include sports federations, clubs, broadcasters, and brands such as the Barclays Women's Super League, Premiership Women's Rugby, the Billie Jean King Cup, Arsenal FC, and DAZN.

WSG has advised on key commercial and media rights deals, including the FA Women's Super League broadcasting partnership and SailGP's Women's Pathway programme.

M&C Saatchi said the deal aligns with its strategy of investing in higher-margin growth areas. It follows the May acquisition of Dubai-based Dune 23 Sport & Entertainment Sports Events Marketing Co LLC and the recent launch of M&C Saatchi Football, a partnership with former England footballer Jamie Redknapp.

Chief Executive Officer Zaid Al-Qassab said: "The acquisition of Women's Sports Group adds significant expertise in sports rights to our fast-growing sport and entertainment platform and I am delighted to welcome the team to M&C Saatchi. The transaction further strengthens our proposition and positions us well to capitalise on one of the most dynamic areas of growth in our industry."

He added that the group's regional-first strategy is "delivering increased traction," citing recent multi-year and multi-specialism wins in the US, including work with the US Soccer Federation and the Harlem Globetrotters.

Outside North America, M&C Saatchi has recently secured framework agreements with Formula E and Coca-Cola for its Premier League partnership, as well as a Formula 1 campaign for the Gates Foundation in the UK.

In the Middle East, the group has landed projects with Dubai Basketball, a major US basketball team, and the Global Champions Tour.

Shares in M&C Saatchi were up 1.8% at 143.00 pence each around midday on Tuesday in London.

By Eva Castanedo, Alliance News reporter

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