Publicis Groupe announces it has reached a definitive agreement to acquire 160over90, a leading agency specialized in sports and culture, with undisclosed financial terms.
According to the communication group, this partnership “creates a global platform capable of delivering measurable results by connecting brands to their audiences in the sports and culture sectors through the combined power of Publicis’ technology and data.” A division of WME Group, 160over90 is one of the largest global agencies for creative and sports marketing, with over 670 employees in the United States, the United Kingdom, EMEA, and APAC.
It will be integrated into Publicis Sports and will leverage the group’s technologies and Epsilon’s data, enhanced by media, to create the first global connected platform dedicated to sports and culture.
This acquisition aligns with the ongoing development of Publicis Sports, following the acquisitions of Adopt and Bespoke in 2025, the recent partnership with Magic Johnson Enterprises, and the launch of Influential Sports. It is subject to customary closing conditions, including regulatory approvals.
