Global advertising and communications agency M&C Saatchi PLC has announced the acquisition of The Women’s Sports Group (WSG), a leading consultancy specializing in women’s sport, media rights, and brand partnerships. The move underscores M&C Saatchi’s intent to strengthen its position at the intersection of sport, culture, and entertainment.
Elevating Women’s Sport Through Strategic Integration
Funded through available cash reserves, the deal’s financial terms were not disclosed. However, the acquisition represents a strategic step in expanding M&C Saatchi’s high-growth, high-margin verticals — particularly within its Passions & PR division, which focuses on sport, entertainment, and lifestyle communications.
The Women’s Sports Group brings with it an impressive roster of global clients, including:
- Barclays Women’s Super League
- Premiership Women’s Rugby
- Billie Jean King Cup
- Arsenal FC
- DAZN
Its expertise spans media rights, broadcast strategy, brand partnerships, production, data analytics, and communications, making it one of the most influential agencies in women’s sport today.
Strengthening the M&C Saatchi Sports Portfolio
The acquisition comes on the heels of M&C Saatchi’s expansion efforts within the sport and entertainment ecosystem, including the May 2025 acquisition of Dune 23 Sport & Entertainment and the launch of M&C Saatchi Football in partnership with Jamie Redknapp.
Commenting on the acquisition, Zaid Al-Qassab, CEO of M&C Saatchi, said:
“The acquisition of The Women’s Sports Group adds significant expertise in sports rights to our fast-growing sport and entertainment platform.”
The firm’s pipeline momentum continues to accelerate heading into the second half of 2025, with multi-year, multi-million-dollar partnerships recently secured with Formula E, Coca-Cola (for its Premier League partnership), the U.S. Soccer Federation, and the Harlem Globetrotters.
Transition and Future Outlook
Prior to the acquisition, Dame Heather Rabbatts owned roughly 25% of WSG but will not retain any ownership stake or contractual obligations following the transaction.
The integration of WSG into M&C Saatchi’s network marks a turning point for women’s sport commercialization, merging creative storytelling and sponsorship strategy with deep industry rights expertise. As global brands increasingly align with women’s sport to drive authenticity, inclusivity, and long-term growth, M&C Saatchi’s latest move positions it at the center of this cultural and commercial evolution.
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