Publicis expands sports marketing push with 160over90 acquisition

Publicis Groupe has agreed to acquire sports marketing agency 160over90 from WME Group, in a deal reported to exceed $500 million, as the holding company accelerates its investment in sports as a core growth area.

The transaction, which remains subject to regulatory approval, will see 160over90 integrated into Publicis Sports, the group’s dedicated sports marketing division. The combined entity will operate within Publicis Media Exchange (PMX), with oversight from Publicis Sports CEO Suzy Deering. The move expands Publicis’ footprint in a sector that continues to attract increasing advertiser spending and audience attention across live events, streaming platforms, and social media.

Founded in 2001, 160over90 has built a global presence with more than 670 employees across North America, Europe, the Middle East, Africa, and Asia-Pacific. The agency works with major brands on sports and culture-driven campaigns, including activations tied to large-scale events such as the Super Bowl, the Olympic Games, and the FIFA World Cup.

As part of the deal, Publicis will also establish a broader strategic partnership with WME, enabling collaboration across talent representation, content development, and marketing initiatives. While 160over90 will be fully absorbed into Publicis, WME will continue to play a role through this partnership, with senior executive Robbie Henchman remaining at WME to oversee joint initiatives between the two companies.

The acquisition builds on a series of recent moves by Publicis to expand its capabilities in sports and adjacent areas. The company previously acquired sports-focused agencies Adopt and Bespoke Sports & Entertainment in 2025 and launched Influential Sports, a unit designed to integrate creator-led marketing into sports strategies. These efforts align with a broader push to consolidate media, data, and creator capabilities into a unified offering.

Publicis plans to combine 160over90’s expertise in sponsorships, experiential marketing, and cultural activations with its existing assets, including Epsilon for identity and data infrastructure and Influential for influencer-driven campaigns. The objective is to create a more integrated system that connects media buying, content creation, talent partnerships, and performance measurement.

The deal comes as sports marketing continues to expand, with the global sports media market estimated at around $150 billion and sponsorship spending exceeding $90 billion. At the same time, the ecosystem remains fragmented, with brands often relying on multiple partners across media, talent, and experiential channels. Publicis is positioning the combined platform as a way to streamline these functions into a single, data-driven framework.

The timing also aligns with a packed global sports calendar, including major events that are expected to drive significant advertiser demand. By scaling its sports marketing operations, Publicis aims to strengthen its ability to support brands seeking broader reach and measurable outcomes across live and digital environments.