M+C Saatchi strengthens sport offering with WSG acquisition

M+C Saatchi Group has acquired The Women’s Sports Group (WSG), the specialist advisory and media rights consultancy. WSG will retain its brand identity and operate as WSG, part of M+C Saatchi Sport & Entertainment. Rachel Knight and Steph Harries become co-managing directors of the division, reporting to Robin Clarke, global CEO of M+C Saatchi Sport & Entertainment.

The acquisition brings together WSG’s rights expertise and production dealmaking with M+C Saatchi Sport & Entertainment’s creative and audience growth capabilities. The combined consultancy aims to deliver comprehensive support for brands seeking to increase return on investment and asset value in sport, with a particular focus on women’s sport.

Founded in 2020, WSG provides tailored advisory services across multiple sports. Its client portfolio includes the Barclays Women’s Super League, Premiership Women’s Rugby, the Billie Jean King Cup, Arsenal FC, DAZN, Tour de France Femmes avec Zwift and Angel City FC. The team has also collaborated with major organisations such as the Premier League, UEFA, FIFA, the All England Lawn Tennis Club, the England and Wales Cricket Board and Six Nations Rugby.

The acquisition follows a series of strategic moves expanding M+C Saatchi’s global sports operations. Earlier this month, the group partnered with former England and Liverpool footballer Jamie Redknapp to launch M+C Saatchi Football, a management agency for footballers that combines representation with career strategy and mentorship. In May, M+C Saatchi Sport & Entertainment also acquired DUNE | 23 in the Middle East, enhancing its regional capabilities in sport and entertainment marketing.

By merging WSG’s rights intelligence with M+C Saatchi’s creative and brand expertise, the group aims to offer an end-to-end service for clients seeking commercial growth and cultural resonance. The partnership enhances M+C Saatchi’s ability to help brands harness Cultural Power — its proprietary framework for measuring cultural influence and business impact.

Robin Clarke, global CEO, M+C Saatchi Sport & Entertainment: “WSG brings rare rights market intelligence, senior negotiating muscle, and trusted relationships across the sports ecosystem. Coupled with our creativity, data, global footprint and Cultural Power tools, we can now help brands, rights holders and broadcasters grow value end-to-end, particularly in the rapidly growing women’s sport economy.”

As women’s sport revenue is projected to reach 23 billion dollars by 2033, the partnership positions M+C Saatchi to help clients capture both commercial and cultural value. Through strategy, commercial models and measurable fan growth, the consultancy aims to build advocacy and engagement supported by the Cultural Power Index.

Rachel Knight, co-managing director, WSG – part of M+C Saatchi Sport & Entertainment: “Our ambition has always been to elevate women’s sport by unlocking its full commercial and cultural potential. Partnering with M+C Saatchi enables us to combine our rights and dealmaking expertise with their creativity and Cultural Power tools, helping organisations not only grow value but become part of the cultural change driving the women’s game forward.”

Steph Harries, co-managing director, WSG – part of M+C Saatchi Sport & Entertainment: “Since WSG’s inception, we have been proud of the role we have played in shaping the sustainable commercial future of women’s sport. Joining forces with M+C Saatchi will ensure even greater impact, with powerful storytelling and cultural intelligence to deepen connections with fans, brands and rights holders.”

www.mcsaatchi.com

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