Publicis Groupe has signed a definitive agreement to acquire 160over90, the global sports and culture-focused agency currently owned by WME Group. The deal marks Publicis’ biggest move yet into sports marketing, as it looks to build a connected platform spanning media, sponsorships, creators, talent, live experiences and commerce.
With more than 670 employees across the US, UK, EMEA and APAC, 160over90 works with leading global brands on campaigns around major sporting and cultural moments including the Super Bowl, Olympic Games and FIFA World Cup.
The acquisition comes as sports increasingly becomes one of the most valuable media environments for marketers. Publicis estimates the global sports media market is worth around $150 billion, while sponsorship spending now exceeds $90 billion worldwide. Despite this growth, the ecosystem remains fragmented across media agencies, sponsorship specialists, talent managers and event companies.
By combining 160over90 with Publicis Sports, Publicis plans to create a single platform capable of planning, activating and measuring every aspect of a brand’s sports investment.
The combined offering will bring together:
- A global sports marketing network spanning the US, UK, EMEA and APAC
- Data-led planning and measurement through Publicis Sports Intelligence and Epsilon identity tools
- Creator-led campaigns through Influential, Publicis’ influencer marketing platform
- A strategic partnership with WME to connect brands with talent, entertainment properties and content opportunities
The move also builds on Publicis’ recent investments in sports and culture, including the acquisitions of Adopt and Bespoke in 2025, its partnership with Magic Johnson Enterprises, and the launch of Influential Sports.
The new combined Publicis Sports business will report to Suzy Deering and sit within PMX. Meanwhile, Robbie Henchman will remain at WME Group as Senior Partner and President of its brand representation business, while overseeing the partnership between the two companies.
Commenting on the deal, Arthur Sadoun said that after building capabilities in identity, commerce and creators, sport has become the group’s “next big bet” because of its cultural relevance and measurable business impact.
The transaction is expected to close once customary regulatory approvals and other conditions are completed.