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AT&T, Amazon Prime Video Strike Women’s Sports Ad Deal for WNBA, NWSL


Amazon Prime Video He is not waiting for the start of “Moqaddam” next week to draw attention to women’s sports.

The streaming giant said it has struck a sponsorship deal with AT&T and its purchasing representative. Omnicom Group’s Optimum Sports, which will have a permanent role in communications, has been serving as title sponsor for the 21-year-old. WNBA Games shown on Prime Video, the presenting sponsor of the service’s halftime show broadcast during the service’s National Women’s Soccer League games. When Caitlin Clark’s first home WNBA game airs on May 16, the first regular-season game for Prime Video, AT&T will be the presenting sponsor for pre-show, post-show and halftime coverage. Viewers will see the company’s logo during basketball games, which will also have an “accidental” intro.

“We’re able to expand our commitment to women’s sports by collaborating with brands like AT&T that support meaningful storytelling about female athletes that connect with broad audiences,” said Danielle Carney, head of live sports and video sales at Amazon Ads. “Amazon is proud to help these brands continue their influential role in our culture, and guide new brands to the rise of women’s sports.”

With recent notable increases in viewership for WNBA and women’s college basketball games, Madison Avenue’s interest in sports is growing with competitions. Thanks to streaming, advertisers have fewer linear TV shows that attracted the huge numbers of simultaneous audiences of the past. But live sports are still proving viable, sparking interest in tournaments and games that haven’t traditionally received the same amount of attention.

GroupM, the large media investment group that forms part of WPP, It pledged to double the money its customers spend on women’s sports in 2024 It said in March that it would seek to create a dedicated market for the upfront type of programming. In this ad sales market, American television companies are trying to sell the bulk of their commercial inventory for the next cycle of new programming.

Amazon Prime Video has in recent months snatched up the rights to women’s sports. In November, the company entered into an agreement with NWSL To broadcast 27 games per season for a multi-year period. In April, Prime Video and the WNBA agreed to extend their current rights deal by two years

AT&T has doubled its media investments in women’s sports since 2022, and has supported the LPGA and the US Women’s National Soccer Team in the past. The marketer believes the fan base is growing, and research has shown that women’s sports audiences are twice as likely to remember advertisers who sponsor games.

“Women’s sports have been a key pillar of our strategy for many years. In order to continue the incredible growth we’ve seen in the past few years, we need new, ready partners who value the fans, athletes, teams and leagues as much as we do,” said Scott Klatskin, vice president of media at AT&T. “Our new relationship with Amazon Prime not only elevates what we already do in women’s basketball and soccer, but allows us to be even more collaborative in achieving a shared ambition to grow women’s sports.”



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