Publicis Groupe to acquire 160over90 in push to scale data-led sports marketing platform

Paris, France – Publicis Groupe is betting bigger on sport as the French advertising giant said it has agreed to acquire 160over90, a global sports and culture agency, as it sharpens its push into data-led marketing tied to live events and fandom.

The deal folds 160over90 into Publicis Sports, plugging it into the group’s Epsilon data spine and media buying heft. The aim is clear: turn sport into a measurable, end-to-end channel, not just a branding exercise.

160over90, currently part of WME Group, brings more than 670 staff across the US, UK, EMEA, and APAC. 

Its portfolio spans blue-chip campaigns at the Super Bowl, the Olympic Games, and the FIFA World Cup—properties that still command mass audiences in an era of fractured media.

Publicis is positioning the combined unit as a single system. Media, sponsorship, content, creators, and commerce—stitched together, measured, and sold as one. 

Data sits at the centre, with Epsilon’s identity tools expected to track audiences across channels and markets.

Arthur Sadoun, CEO of Publicis Groupe, said,  “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.”

He added, “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.”

Beyond the deal, Publicis is also tightening ties with WME Group. 

A strategic partnership will give it earlier access to talent, intellectual property, and content opportunities—an area where agencies increasingly compete with studios and platforms.

Dave Penski, CEO of Publicis Connected Media, said, “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, said, “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.”

He added, “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.”

Within the new structure, Publicis Sports will sit under PMX, with Suzy Deering continuing as CEO. Robbie Henchman will remain at WME Group, overseeing brand representation and the partnership with Publicis.