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French advertising giant expands into sports marketing as brands increasingly invest in sponsorship, influencer campaigns, and integrated advertising solutions.
Publicis Groupe is acquiring sports marketing agency 160over90 from WME Group for more than $500 million. This deal by the French marketing giant will help it strengthen its sports advertising business. This deal was announced by the marketing giant in April 2026. This deal will help the marketing giant add 670 employees to its team under a new unit named Publicis Sports.
The sports marketing agency specializes in managing sponsorships with sports personalities and events such as the Super Bowl and the Olympics. Under this deal, the marketing giant aims at providing an all-in-one solution, including sponsorship deals, creating ads, and buying media, along with influencer marketing and the use of its Epsilon data unit for measurable results. This deal comes after WME acquired 160over90 back in 2018 for approximately $200 million.
“Everything in sports is completely disruptive, the growth has been crazy, but it’s fragmented,” Suzy Deering, CEO of Publicis Sports, said. “We’re bringing it all together so that we now have one comprehensive strategy.” This integration will allow brands to gain a better understanding of ROI on sponsorships and campaign effectiveness.
Sports marketing has become a significant platform in an age where audiences are becoming fragmented across different media platforms. Women's sports also offer a new opportunity for sponsors. Other companies, such as WPP Media Sports and Stagwell's Sport Beach, are expanding their capabilities in the market, which speaks to the growing need for an integrated and data-driven advertising model.
Business Honor views this acquisition will further solidify Publicis’ position in the marketing and advertising industry globally. This could be a move towards consolidation in the sports marketing industry, which could offer advertisers a measurable return.
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