Publicis Groupe has announced a definitive agreement to acquire 160over90, marking a major step in strengthening its sports and culture marketing capabilities. The agency, currently a division of WME Group, will integrate into Publicis Sports and report to Suzy Deering.
With over 670 employees across the US, UK, EMEA, and APAC, 160over90 brings deep expertise in building connections between brands, sports, and culture. The move builds on Publicis’ recent momentum in the space, including acquisitions like Adopt and Bespoke, and partnerships with Magic Johnson Enterprises.
The combined entity aims to create a unified, data-driven sports marketing ecosystem. By leveraging Publicis’ Sports Intelligence platform powered by Epsilon, brands will be able to plan, personalise, and measure campaigns across media, sponsorships, experiential, and commerce. The integration will also tap into Influential, Publicis’ creator platform, to amplify athlete-led storytelling and fan engagement.
Importantly, a strategic partnership with WME Group will continue, enabling early collaboration across talent, content, and brand opportunities. Leadership at 160over90 will maintain ties with WME, ensuring continuity and growth.
With the global sports media and sponsorship market exceeding $240 billion, Publicis is positioning sport as a core growth engine. The acquisition signals a shift towards more connected, measurable, and culturally relevant marketing solutions-bringing brands closer to fans through data, creators, and live experiences.
