Publicis Groupe has announced that it has entered into a definitive agreement to acquire 160over90, a global sports and culture-first agency, as part of its strategy to strengthen its presence in sports marketing. The acquisition has aimed to build a unified, data-driven platform that connects brands with audiences across sports and culture through integrated media, technology, and data capabilities.
160over90 has been integrated with Publicis Sports and has been powered by the Groupe’s technology assets, including Epsilon data and media scale. The combined offering has been positioned to deliver end-to-end solutions across sponsorships, content, events, creators, and commerce, addressing fragmentation in the sports marketing ecosystem.
The agency, a division of WME Group, has operated with over 670 employees across the US, UK, EMEA, and APAC. It has supported global brands through sports and cultural activations spanning major global events such as the Super Bowl, Olympic Games, and the FIFA World Cup.
Publicis Groupe has expanded its sports and culture capabilities through this move, building on prior developments including acquisitions of Adopt and Bespoke in 2025, as well as partnerships such as Magic Johnson Enterprises and the launch of Influential Sports. The combined Publicis Sports group has been structured to report to Suzy Deering, CEO of Publicis Sports, within PMX to enable unified delivery across agencies and clients.
As part of the development, Robbie Henchman has remained at WME Group as Senior Partner and President of its brand representation business and has overseen the strategic partnership between WME Group and Publicis Groupe.
The transaction has remained subject to customary closing conditions, including regulatory approvals.
Arthur Sadoun, CEO Publicis Groupe: “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.”
Dave Penski, CEO Publicis Connected Media: “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.”
Mark Shapiro, President and Managing Partner of WME Group: “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”
