WME Sells 160over90 Sports Marketing Agency to Publicis
Publicis Groupe Acquires 160over90 in Strategic Move for Sports Marketing
Publicis Groupe has announced a definitive agreement to acquire 160over90, a prominent sports marketing and creative agency, from WME Group. This acquisition marks a significant expansion for Publicis in the realm of sports marketing.
The newly formed Publicis Sports group will report directly to Suzy Deering, CEO of Publicis Sports. It will operate under PMX (Publicis Media Exchange) to facilitate unified access and delivery for all its agencies and clients.
Robbie Henchman, who recently served as president of 160over90, will transition to a Senior Partner role at WME Group, where he will oversee the strategic partnership between WME and Publicis Groupe.
As part of the agreement, the companies will also develop a strategic talent and entertainment partnership. This collaboration aims to enhance early-stage initiatives involving WME’s diverse talent and intellectual property roster, creating opportunities in talent, content financing, and marketing partnerships.
With more than 670 employees across the U.S., UK, EMEA, and APAC regions, 160over90 plays a crucial role in executing sports and cultural strategies for global brands, including activations around major events like the Super Bowl, Olympic Games, and the World Cup. The acquisition occurs at a time when the sports media market is valued at $150 billion, with sports sponsorships exceeding $90 billion globally. Publicis recognizes that sports has become a cornerstone of premium media and modern marketing due to its unmatched ability to attract live audiences and cultural relevance.
“Despite this increased investment, for marketers, these ecosystems and the partners they use to manage them remain disconnected and outdated,” a representative from Publicis stated. “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. With 160over90, Publicis will offer an end-to-end ecosystem where cultural relevance drives measurable impact.”
This acquisition follows Publicis’s previous efforts last year, including the acquisition of firms Adopt and Bespoke, as well as a partnership with Magic Johnson Enterprises. Earlier this year, the launch of Influential Sports further underscored Publicis’s commitment to sports marketing.
Arthur Sadoun, CEO of Publicis Groupe, commented, “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.”
Mark Shapiro, president and Managing Partner of WME Group, emphasized the longstanding reputation of 160over90 as a trusted partner for influential brands. “Combining forces with Publicis Sports will create an unmatched offering for brands looking to move faster and create deeper connections with sports fans,” he said. Shapiro also noted that the collaboration will provide more opportunities for talent and partners to realize their business ambitions on a larger scale.
