Publicis Groupe announced it has entered into an agreement to acquire 160over90. The acquisition creates a global platform designed to drive measurable business outcomes by connecting brands to fans and audiences through technology, data, and scale across sport and culture. 160over90 is a division of WME Group.
160over90 is a sports marketing and creative agency that works across sports and culture. The agency has over 670 employees across the US, UK, EMEA and APAC, and supports sports and culture strategies and activations for global brands, delivering moments across Super Bowls, Olympic Games, the World Cup, and more.
Publicis Groupe noted that sports have become the anchor of premium media and modern marketing, commanding unrivaled live audiences and cultural relevance citing stats showin gthat sports media market is valued at $150B while sports sponsorships have surpassed $90B globally.
“After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport,” said Arthur Sadoun, CEO Publicis Groupe.
“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.”
Dave Penski, CEO Publicis Connected Media, added: “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. 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”
