Publicis Acquires Sports Creative Marketing Agency 160over90, Betting on a Billion-Dollar Track
In April, Publicis announced the acquisition of 160over90, one of the world's largest sports marketing and creative agencies, with the specific amount undisclosed.
Founded in 2001, 160over90 is a subsidiary of WME Group, with over 670 employees across the US, UK, Europe, the Middle East, Africa, and Asia Pacific. It provides sports and cultural strategy services for global brands, partnering with events such as the Super Bowl, Olympics, and World Cup.
In the press release, Publicis stated that the current sports media market is valued at $150 billion, while global sports sponsorship has exceeded $90 billion. This acquisition will integrate the full-service capabilities of Publicis Sports and 160over90.
Publicis CEO Arthur Sadoun said in the release: "Our next big bet is sports. In the age of AI, sports has become one of the most valuable channels for clients, offering unparalleled cultural relevance, real-time engagement, and measurable impact."
In an interview with ADWEEK, he further noted that Publicis chose 160over90 because it is "one of the top assets in sports marketing today, if not the best", and the agency's expertise across various sports complements Publicis's strengths in data and technology, media, and KOL marketing.
160over90 campaign case: Zlatan Ibrahimović's promotional ad for VISA during the 2018 World Cup in Russia.
He emphasized that in the AI era, "sports is one of the few things that can truly bring people together", and that Publicis's investment in AI will also enable it to integrate various sports-related capabilities within the group. Currently, 73% of Publicis's business is AI-driven, and this acquisition sends a positive signal that Publicis remains committed to investing in new capabilities while competitors are pulling back.
Previously, Publicis acquired sports and culture-focused agencies Adopt and Bespoke in 2025. After acquiring creator marketing agency Influential in 2024, Publicis also launched the Influential Sports business unit earlier this year.
In fiscal 2025, Publicis Group reported net revenue of $17.18 billion, up 5.6% from 2024, with cumulative growth of 20% since 2022.
| Sources: Official press release; ADWEEK