Paris: Publicis Groupe has entered into a definitive agreement to acquire 160over90, the global sports and culture-focused agency owned by WME Group, in a move that signals a major push into the rapidly expanding sports marketing ecosystem.
The acquisition is aimed at building what the company describes as the industry’s most comprehensive platform for connecting brands with audiences through sport and culture, backed by data, technology, and global scale.
160over90, one of the largest agencies in its category, brings with it a workforce of over 670 employees spread across the U.S., U.K., EMEA, and APAC. The agency is known for delivering high-impact brand activations across marquee global events such as the Super Bowl, Olympic Games, and the FIFA World Cup, helping brands tap into culturally resonant moments.
Building a Unified Sports Marketing Ecosystem
The deal comes at a time when sports is increasingly emerging as a cornerstone of premium media and marketing. With the global sports media market valued at approximately $150 billion and sponsorship spending crossing $90 billion, brands are ramping up investments in the space. However, marketers continue to face fragmentation across media, sponsorships, events, and talent partnerships.
Publicis aims to address this gap by integrating 160over90 with its existing capabilities under Publicis Sports. The combined entity will offer an end-to-end solution spanning media, experiential marketing, content, sponsorships, and commerce.
A key pillar of the strategy is the use of data and identity-driven insights. Publicis plans to leverage its Sports Intelligence platform, powered by Epsilon, to enable advertisers to plan, personalise, and measure campaigns across multiple touchpoints. The integration is also expected to amplify the role of creators and athletes, using Influential—Publicis’ creator platform—to scale engagement and storytelling.
Strategic Partnership with WME Group
As part of the transaction, Publicis Groupe will also enter into a strategic partnership with WME Group. This collaboration is expected to unlock early-stage opportunities across talent, content creation, and brand partnerships by tapping into WME’s extensive roster of artists, athletes, and intellectual properties.
Robbie Henchman, currently President of 160over90, will remain with WME Group as Senior Partner and President of its brand representation business, while also overseeing the partnership with Publicis.
The combined Publicis Sports operations will report to Suzy Deering, CEO of Publicis Sports, and will be housed within PMX, ensuring seamless access across the group’s global client base.
Expanding Bet on Sports and Culture
The acquisition builds on Publicis Groupe’s recent investments in sports and culture-driven capabilities, including the acquisitions of Adopt and Bespoke in 2025, as well as its partnership with Magic Johnson Enterprises. It also follows the launch of Influential Sports, a unit focused on integrating sports strategy with creator-led marketing.
Arthur Sadoun, CEO of Publicis Groupe, said the move reflects the company’s long-term strategic focus on high-growth, high-impact channels. “In the age of AI, sport has become one of the most valuable platforms for brands, offering unmatched cultural relevance, live engagement, and measurable outcomes,” he said.
He added that the integration of 160over90 would help address fragmentation in the sports marketing landscape by creating a unified platform that enables brands to build deeper and more measurable connections with audiences.
Dave Penski, CEO of Publicis Connected Media, highlighted the convergence of sport, commerce, and community, noting that the combined capabilities would position Publicis to transform sports marketing into a more addressable and accountable channel.
Meanwhile, Mark Shapiro, President and Managing Partner of WME Group, said the partnership would open new growth avenues for both brands and talent, enabling them to scale opportunities across content, experiences, and business ventures.
Industry Implications
The deal underscores a broader shift in the advertising and media landscape, where live sports continues to command premium attention in an increasingly fragmented digital ecosystem. By combining data-driven marketing with cultural storytelling and talent-led engagement, Publicis Groupe is positioning itself to capitalise on one of the most resilient and high-growth segments in global media.
With this acquisition, Publicis is not only expanding its footprint in sports marketing but also redefining how brands engage with audiences at the intersection of culture, content, and commerce.
