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There’s a new player in town.
Giant Spoon partner Laura Correnti is set to shake up the women’s sports world by launching Deep Blue Sports + Entertainment, a new firm that wants to become the agency of record in women’s sports.
The firm will provide agency services that include platform development and brand strategy, media investment, brand partnership, ad campaign and content development, media content and strategy development, experiential marketing and analytics and measurement framework—and that’s just the start.
Correnti—a 2023 Adweek Champion of Change—will serve as CEO of Deep Blue while continuing as a partner at Giant Spoon. The agency will also be an investor in the company, which gives Deep Blue the ability to head to market quickly and utilize the agency’s resources to execute.
“The Giant Spoon investment allows us, from an infrastructure resource standpoint, to get up quickly but then also have the executional prowess across those four disciplines between strategy, media, creative, experiential, many of which we have industry recognition for,” Correnti told Adweek.
For Trevor Guthrie, co-founder of Giant Spoon, the partnership with Deep Blue is set to help Giant Spoon clients expand how consumers experience their brands in sports.
“Laura is a captain no matter the field, court or boardroom,” Guthrie said. “Deep Blue blends Laura’s knowledge of the game with her deep understanding of business, people and creativity.”
In a record year for women’s sports, which saw the biggest broadcast deal ever for a women’s sports league, 9.9 million average viewers for the NCAA women’s final, and an all-time women’s sports attendance record with 92,003 people turning up for a Nebraska volleyball match, Correnti knew the time for the new agency was now.
The business of women’s sports
Of course, the firm didn’t form overnight.
After the U.S. Women’s National Team won the World Cup in 2019, with the entire crowd chanting “equal pay,” Correnti, a former Division I soccer player, headed to the domestic National Women’s Soccer League website to find the league had only four partners at the time.
