Publicis Groupe has agreed to acquire 160over90, in a move to cash inn its global sports and culture marketing capabilities.
The acquisition, subject to regulatory approvals, will see 160over90 integrated with Publicis Sports to create a more unified platform connecting brands with fans through data, technology and live experiences.
Doubling down on sport
160over90, currently part of WME Group, employs more than 670 staff across the US, UK, EMEA and APAC, and is regarded as one of the largest global sports marketing and creative agencies.
The deal comes as the sports media market continues to expand, with global sponsorships now exceeding $90 billion.
Publicis Groupe CEO Arthur Sadoun said sport represents the group’s next major growth pillar.
“Our next big bet is sport.”
“In the age of AI, it has become one of the most high-value channels for clients, delivering cultural relevance, live engagement and measurable impact,” Sadoun said.
Arthur Sadoun
Data meets fandom
Publicis plans to combine 160over90’s capabilities with its own assets, including Epsilon, to strengthen its ability to deliver data-led sports marketing.
The integration is designed to create an end-to-end offering spanning sponsorships, talent, content and experiential activations.
Dave Penski, CEO of Publicis Connected Media, said sport now sits at the intersection of culture, commerce and community.
“As brands invest more in the space, we are uniquely positioned to advance sports marketing as an addressable and measurable channel,” he said.
Justin Zambuto, Executive Vice President (Global Sports & Entertainment Partnerships) and Co-Head of 160over90, described the move as part of a broader evolution in how agencies connect brands with culture.
“From the days of IMG… to this moment, which represents the next step in the evolution of 160over90 — and a broader shift in how agencies will connect brands to consumer passions,” Zambuto said.
He added that the deal signals “a redefinition of the agency model,” built around greater connectivity, broader capabilities, and more meaningful impact for clients and talent.
Zambuto also pointed to closer collaboration with Publicis Sports leadership, including Suzy Deering, as the next phase of growth.
Strategic tie-up with WME
The deal also includes a strategic partnership between Publicis Groupe and WME Group, focused on collaboration across talent, content financing and marketing partnerships.
WME Group president Mark Shapiro said the combined offering would unlock deeper connections between brands, talent and audiences.
The combined Publicis Sports division will report to Deering as part of PMX.
Meanwhile, 160over90 president Robbie Henchman will remain at WME Group as senior partner and president of its brand representation business.
Main image: Arthur Sadoun