M&C Saatchi Group is aiming to tap into the burgeoning women’s sports market by acquiring specialist advisory and media rights consultancy The Women’s Sports Group in a move which “brings rare rights market intelligence, senior negotiating muscle, and trusted relationships across the sports ecosystem” to the group.
The deal, which it is claimed will create “one of the world’s most intelligent global sports consultancies”, will combine rights, brand storytelling, partnerships and fan growth with the proprietary M&C tools to drive measurable ROI and long-term cultural impact.
WSG will maintain its brand and operate as WSG, part of M+C Saatchi Sport & Entertainment, while Rachel Knight and Steph Harries will become co-MDs of the division, reporting to M&C Saatchi Sport & Entertainment global CEO Robin Clarke.
Founded in 2020, WSG provides bespoke advisory services across all sports, with a portfolio which includes federations, clubs, broadcasters, brands, and government bodies.
Clients have included 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 also has experience of working closely with 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 moves, which are part of global CEO Zaid Al-Qassab’s strategy to deepen M&C Saatchi Group’s worldwide sports credentials.
Earlier this month, M&C Saatchi and former England and Liverpool midfielder Jamie Redknapp launched M&C Saatchi Football, a dedicated, end-to-end management agency for footballers that fuses on-and-off field representation with strategic career-building, legal guidance and personal mentorship.
Additionally, in May, in the Middle East, M&C Saatchi Sport & Entertainment acquired DUNE | 23, a sport and entertainment marketing and commercial agency, adding a 40+ specialist team and a strengthened regional hub delivering communications, commercial strategy and activation for properties including Emirates Dubai 7s, Mubadala Abu Dhabi Open, SailGP and more.
As women’s sport revenue accelerates towards $23bn by 2033, according to the Sport Industry Report 2025, the new combined consultancy will aim to help clients capture this value through strategy, commercial models and measurable fan growth, while also building cultural resonance and advocacy.
Robin Clarke said: “WSG brings rare rights market intelligence, senior negotiating muscle, and trusted relationships across the sports ecosystem. Coupled with our creativity, data, our 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. With our Cultural Power Index and Return on Cultural Power solutions, we’re uniquely placed to show brands not just the commercial upside, but how to become part of the cultural shifts redefining the future of sport.”
Rachel Knight added: “Our ambition has always been to elevate women’s sport by unlocking its full commercial and cultural potential. We’ve delivered deals that helped shape the market to date.
“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.”
Pictured l-r: Rachel Knight, Zaid Al-Qassab, Stephanie Harries, and Robin Clarke
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