Publicis Groupe announced that it has entered into a definitive agreement to acquire 160over90, a division of WME Group, in a move aimed at reshaping the global sports marketing landscape through data, technology, and scale.
The acquisition will integrate 160over90 with Publicis Sports, forming a unified, end-to-end platform designed to connect brands with fans across sports and culture. The combined offering will leverage Publicis’ data capabilities, including its Epsilon identity assets, alongside media, experiential, and creator-driven strategies to deliver measurable business outcomes.
160over90 is one of the largest sports and culture-first marketing agencies globally, with more than 670 employees across the U.S., U.K., EMEA, and APAC. The firm supports major global brands through campaigns tied to premier events such as the Super Bowl, Olympic Games, and FIFA World Cup, creating large-scale activations that bridge sports, entertainment, and culture.
Publicis is positioning the acquisition as a response to a fragmented sports marketing ecosystem. As brands increase investments in sports media and sponsorships, the company sees an opportunity to unify media, talent, sponsorships, and content into a single, data-driven platform. The combined entity will focus on delivering integrated campaigns powered by identity resolution, creator networks, and performance measurement.
The deal also includes a strategic partnership with WME Group, enabling earlier collaboration between talent, intellectual property, and marketing initiatives. This partnership is expected to unlock new opportunities in content creation, talent-driven campaigns, and brand partnerships at scale.
The expanded Publicis Sports platform will operate under the leadership of Suzy Deering and sit within PMX, ensuring access across Publicis’ global client base. Meanwhile, Robbie Henchman will remain with WME Group as a Senior Partner, overseeing the strategic collaboration between the two organizations.
The acquisition builds on Publicis’ recent investments in sports and culture, including prior acquisitions and partnerships, as it seeks to position sport as a central channel in modern marketing strategies, particularly in an era increasingly shaped by data and AI.
The transaction remains subject to customary closing conditions, including regulatory approvals.
KEY QUOTES:
“After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients, delivering unparalleled cultural relevance, live engagement, and measurable impact. By combining 160over90’s scale and expertise in sports experiences, culture, and talent with the industry’s most powerful connected influencer platform, experiential capabilities, and data-driven insights, we are disrupting a highly fragmented landscape by creating a unified, end-to-end platform that connects brands to fans in ways that are both meaningful and measurable. This acquisition is the latest demonstration of our ongoing commitment to investing in the channels and capabilities that deliver the highest value for our clients, giving them control over their audience connections, transparency in their investments, and real business outcomes across every activation and engagement.”
Arthur Sadoun, CEO of Publicis Groupe
“Sport has become the most powerful intersection of culture, commerce and community. As brands invest more in the space, Publicis Groupe and 160over90 are uniquely positioned to advance and integrate sports marketing as an addressable and measurable channel, not just across media, but sponsorships, talent, and live activations.”
Dave Penski, CEO of Publicis Connected Media
“160over90 has earned its reputation as a trusted partner to many of the world’s most influential brands, consistently delivering unique experiences and valuable partnerships on the biggest stages in sports. Combining forces with Publicis Sports will create an unmatched offering for brands looking to move faster and create deeper connections with sports fans, properties, and content. Additionally, WME Group’s new collaboration with Publicis Groupe will deliver more opportunities for our talent and partners to realize their business ambitions at scale”
Mark Shapiro, President and Managing Partner of WME Group
