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Acquisition · Data-Driven · Publicis Groupe · Sports Marketing
Publicis Groupe acquired 160over90, a global sports and culture-first agency and division of WME Group, on April 2, 2026, to create the world's premier data-driven sport and culture agency, aiming to unify fragmented sports marketing and leverage a $150 billion sports media market and over $90 billion in sponsorships.
160over90 brings over 670 employees across the US, UK, EMEA, and APAC, supporting global brands with strategies for major events like Super Bowls and Olympic Games. Publicis Groupe plans to integrate 160over90 with Publicis Sports, powered by Epsilon data and its technology assets, to offer an end-to-end ecosystem for measurable growth.
This includes unmatched scale, data-first optimization via Publicis Sports Intelligence, and leveraging the Influential creator platform. The acquisition also establishes a strategic partnership with WME Group for early-stage collaboration on talent and IP.
This move builds on Publicis Sports' prior acquisitions of Adopt and Bespoke in 2025 and partnerships with Magic Johnson Enterprises, reinforcing its commitment to high-value channels for clients, as stated by CEO Arthur Sadoun.
