Publicis Groupe Acquires 160over90 in Major Sports Marketing Expansion

Publicis Groupe has announced the acquisition of 160over90, the sports and culture-focused creative agency previously owned by WME (William Morris Endeavor).

The deal marks Publicis CEO, Arthur Sadoun’s “next big bet” as the holding company aggressively targets the global sports media and sponsorship market, currently valued at over $240 billion.

Founded in 2001, 160over90 employs more than 670 staff across the U.S., U.K., EMEA, and APAC. The agency will be integrated into the Publicis Sports division, led by CEO Suzy Deering, who joined the group last year to spearhead its sports-driven growth strategy.

Deering highlighted that traditional sports marketing partners are often “disconnected and outdated.” By offering an integrated solution that blends data, talent, and creative strategy, Publicis aims to capture a larger share of the shifting advertising spend as brands follow audiences into live sporting environments.

A Strategic Pivot to Live Connection

The acquisition is the latest in a series of high-profile investments by Publicis, following its 2025 purchases of Adopt and Bespoke, and the 2024 acquisition of creator marketing firm Influential.

Sadoun noted that in an era of AI-driven hyper-personalisation, sports remain a rare “moment where people get together,” offering brands a unique opportunity for authentic human connection.

“We are continuing to invest in capabilities that our clients really need… this is the polar opposite strategy of our peers.” 

The WME Partnership: Talent and IP Access

While WME will not retain a stake in 160over90, the deal includes a new strategic partnership between Publicis and the entertainment giant:

• First-Look Access: Publicis clients will gain priority access to WME’s extensive roster of talent and intellectual property.
• Content Opportunities: WME will leverage Publicis’ brand network to create new content and sponsorship opportunities for its athletes and entertainers.
• Leadership: Robbie Henchman, formerly President of 160over90, will remain at WME as a Senior Partner to oversee the Publicis-WME collaboration.

Data-Driven Disruption

Publicis intends to disrupt the often-fragmented sports marketing sector by connecting 160over90’s creative expertise with the group’s “AI-powered” operating model.

• Publicis Sports Intelligence: Utilizing the Epsilon data platform to provide brands with granular insights into fan behavior.
• Influencer Integration: Combining 160over90’s event-based strategies (Super Bowl, Olympics, World Cup) with Influential’s creator platform.
• Global Scale: Publicis reported USD17.18 billion (AUD24. 83 billion) in net revenue in 2025, providing the capital necessary to scale 160over90’s offerings across its global client base.

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