Publicis Groupe has signed a definitive agreement to acquire 160over90, a leading global agency focused on sports, culture, and experiential marketing.
The acquisition marks a strategic move by Publicis Groupe to create a comprehensive, data-driven platform that connects brands with audiences through sport, culture, and live experiences at scale.
Strengthening Position in the $150 Billion Sports Media Market
The deal comes at a time when sports is emerging as a high-value marketing channel, with the global sports media market estimated at $150 billion and sponsorship investments exceeding $90 billion.
However, the ecosystem remains fragmented for advertisers. Publicis aims to address this gap by building an integrated end-to-end solution that combines media, sponsorships, content, creators, and talent.
About 160over90
160over90, part of WME Group, is one of the world’s largest sports marketing agencies, with over 670 employees across regions including:
- United States
- United Kingdom
- EMEA
- Asia-Pacific
The agency is known for delivering high-impact brand experiences at major global sporting events such as:
- Super Bowl
- Olympic Games
- FIFA World Cup
Building an End-to-End Sports Marketing Ecosystem
Through this acquisition, Publicis Groupe plans to create a unified ecosystem built on several key pillars:
- Global scale expansion via Publicis Sports and 160over90
- Data-driven insights and measurement using the Publicis Sports Intelligence platform powered by Epsilon
- Creator-led engagement through Influential
- Strategic collaboration with WME Group for talent, content, and brand partnerships
This approach will enable brands to deliver measurable, personalised, and high-impact marketing campaigns.
Leadership and Integration Strategy
The combined Publicis Sports entity will operate within PMX and report to Suzy Deering.
Meanwhile, Robbie Henchman will continue with WME Group as Senior Partner and President of its brand representation business, overseeing the strategic alliance between the two organisations.
Publicis’ Continued Investment in Sports Marketing
This acquisition builds on Publicis Groupe’s broader expansion strategy in sports and culture, including:
- Previous acquisitions such as Adopt and Bespoke in 2025
- Partnership with Magic Johnson Enterprises
- Launch of Influential Sports
Leadership Commentary
Arthur Sadoun highlighted that sport is becoming one of the most valuable channels for brands in the AI era, offering:
- Cultural relevance
- Real-time engagement
- Measurable impact
He emphasized that combining 160over90’s expertise with Publicis’ data and technology capabilities will create a unified platform in a fragmented market.
Dave Penski noted that sports now sits at the intersection of culture, commerce, and community, making it a critical channel for brands.
Mark Shapiro added that the partnership will enable brands to build deeper connections with audiences while unlocking new opportunities for talent and content at scale.
Industry Outlook
As brands increasingly invest in sports and experiential marketing, the demand for integrated, data-driven platforms is expected to grow. Publicis Groupe’s acquisition of 160over90 positions it to lead this transformation by offering end-to-end solutions that combine media, creators, and live experiences.
