In a big global deal, giant Publicis Groupe has entered into a definitive agreement to acquire sports marketing and creative agency 160over90 from WME Group.
Financial details weren’t disclosed but Deadline confirmed a WSJ report that the price tag is over $500 million.
The combined, expanded Publicis Sports group will report to Suzy Deering, CEO of Publicis Sports, and sit within PMX (Publicis Media Exchange) to ensure access and unified delivery to all of its agencies and clients.
Robbie Henchman, most recently president of 160over90, will remain at WME Group as a Senior Partner and President of WME’s brand representation business, and oversee the strategic partnership between WME Group and Publicis Groupe.
The deals also calls for the creation of a strategic talent and entertainment partnership with WME Group, enabling early-stage collaboration between WME’s preeminent talent and IP roster and Publicis “to create opportunities across talent, content financing, and marketing partnerships.”
With offices around the world, 160over90 has over 670 employees across the U.S., U.K., EMEA and APAC, and supports sports and culture strategies and activations for global brands across Super Bowls, Olympic Games, the World Cup, and more. The deal comes as sports has become the anchor of premium media and modern marketing, commanding unrivaled live audiences and cultural relevance, Publicis said, with the sports media market is valued at $150 billion and sports sponsorships surpassing $90 billion globally.
“Despite this increased investment, for marketers, these ecosystems, and the partners they use to manage them, remain disconnected and outdated. To fully leverage the power of sport and its impact on global culture, marketers need a unified approach across media, sponsorships, events, content, creators, and talent, and require the data, technology, and expertise to orchestrate it together. With 160over90, Publicis will offer an end-to-end ecosystem where cultural relevance drives measurable,” the company said.
Last year, Publicis acquired two firms, Adopt and Bespoke, and launched a partnership with Magic Johnson Enterprises. Earlier this year, it launched new unit, Influential Sports.
“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,” said Arthur Sadoun, Publicis Groupe CEO.
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”