WME Group Sells Sports Marketing Agency to Publicis for $600 Million

Publicis Groupe is making a significant move in the sports marketing sector with its acquisition of global sports and entertainment agency 160over90, aiming to enhance its offerings just before the FIFA World Cup in June. CEO Arthur Sadoun is positioning the group to leverage the expansive $150 billion sports media market and an additional $90 billion in sponsorship opportunities.

The deal, valued at around $600 million, brings more than 670 employees from 160over90, which was previously part of WME Group, the owner of the renowned talent agency William Morris Endeavor. Publicis sees this acquisition as a strategic fit to its new Publicis Sport division, which launched in October 2025 with Suzy Deering as CEO. Deering has previously held senior roles at major corporations including Verizon, Ford, and eBay.

Sadoun remarked on the timing and structural ambition behind the acquisition, stating: “In the age of AI, sport has become one of the most high-value channels for clients… By combining 160over90’s scale and expertise in sports experiences, culture, and talent with the industry’s most powerful connected influencer platform, experiential capabilities, and data-driven insights, we are disrupting a highly fragmented landscape by creating a unified, end-to-end platform that connects brands to fans in ways that are both meaningful and measurable.”

Mark Shapiro, president and managing partner of WME Group, also highlighted the benefits of the acquisition, saying: “Combining forces with Publicis Sports will create an unmatched offering for brands looking to move faster and create deeper connections with sports fans, properties, and content. Additionally, WME Group’s new collaboration with Publicis Groupe will deliver more opportunities for our talent and partners to realize their business ambitions at scale.”

This acquisition signals Publicis's commitment to expanding its footprint in the competitive sports marketing landscape, harnessing technology and creativity to enhance brand engagement in this lucrative sector.