'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Futures Day 2026 Unmissable Sports Forum Unmissable Sports Lunch Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Investment > Publicis Groupe Acquires 160over90 in Major Sports Marketing Expansion Investment 3 min read Publicis Groupe Acquires 160over90 in Major Sports Marketing Expansion Written by MOS Editorial Team Published on 6 April 2026 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 Deering highlighted that traditional sports marketing partners are often “disconnected and outdated.”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. 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.” While WME will not retain a stake in 160over90, the deal includes a new strategic partnership between Publicis and the entertainment giant: Publicis intends to disrupt the often-fragmented sports marketing sector by connecting 160over90’s creative expertise with the group’s “AI-powered” operating model. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . National Football League owners have voted unanimously to approve the sale of the... Brisbane-founded human performance technology organisation VALD has officially joined the ranks of global... Global indoor pickleball network Picklr has officially entered the Australian market, launching its... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com