PUBLICIS GROUPE TO ACQUIRE 160OVER90, CREATING GLOBAL SPORT AND CULTURE PLATFORM

Publicis Groupe has announced a definitive agreement to acquire 160over90, the award-winning global sports and culture-first agency. Integrated with Publicis Sports and powered by Epsilon data, the move will create a leading data-driven platform connecting brands to fans worldwide, blending technology, scale, and cultural expertise for measurable business outcomes.

Publicis Groupe has announced a definitive agreement to acquire 160over90, the premier global sports and culture-first agency. The move is set to create the industry’s leading platform designed to connect brands with fans and audiences through unmatched technology, data, and scale across sport and culture.  

Integrated with Publicis Sports and powered by the Groupe’s technology assets, Epsilon data, and media scale, the combined offering will deliver a data-driven sport and culture platform aimed at driving measurable business outcomes. This acquisition underscores Publicis Groupe’s ambition to strengthen its position at the intersection of brand storytelling, fan engagement, and cultural resonance.  

160over90, an award-winning global marketing agency, is known for forging stronger human connections and creating shared moments where people feel something real. With over 600 thinkers, doers, and makers across cultural hubs worldwide, the agency offers a full-service, channel-agnostic approach. Its deep ties to the people, places, and properties shaping tomorrow’s conversations have made it a trusted partner for leading brands including AB InBev, Coca-Cola, Macy’s, Marriott International, McDonald’s, Verizon, and Visa.  

Currently part of WME Group, a global representation business comprising leading talent, intellectual property, and brands, 160over90 has built a reputation for blending creativity with cultural insight. Its integration into Publicis Groupe will expand the latter’s ability to deliver campaigns that not only reach audiences but resonate deeply with them.  

The acquisition reflects a growing recognition of sport and culture as powerful drivers of brand affinity and business growth. By combining Publicis Groupe’s technological and data capabilities with 160over90’s cultural expertise, the new platform aims to redefine how brands engage with fans in an increasingly fragmented media landscape.  

For Publicis Groupe, this move is more than a strategic expansion—it is a statement of intent to lead in the evolving space where sport, culture, and commerce converge. For 160over90, it marks a new chapter in scaling its vision of creating authentic, human-centred connections on a global stage.