Publicis Groupe has agreed to acquire 160over90, the sports and culture agency with a notable footprint in Formula 1, in a move the French communications giant says will create the world’s leading data-driven sport and culture platform.
160over90, currently a division of WME Group, has over 670 employees across its operations.
In F1, the agency has managed Marriott Bonvoy’s partnership with Mercedes-AMG Petronas F1 Team, delivering driver partnerships and experiential activations including exclusive race access at the Aramco Japanese Grand Prix and hot laps at the Crypto.com Miami Grand Prix.
It also serves DP World’s sponsorship strategy and activation with McLaren Mastercard F1 Team, with a particular focus around the Singapore Airlines Singapore Grand Prix.
The agency additionally works closely with both the Miami Grand Prix and the Heineken Las Vegas Grand Prix on activation and marketing strategy.
Under the deal, 160over90 will be integrated with Publicis Sports and powered by Epsilon data, the Groupe’s technology assets, and its global media scale. The combined operation will be led by Suzy Deering, Chief Executive Officer of Publicis Sports.
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.
Arthur Sadoun
“In the age of AI, it has become one of the most high-value channels for clients, delivering unparalleled cultural relevance, live engagement, and measurable impact,” said Arthur Sadoun, Chief Executive Officer of Publicis Groupe.
“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.”
The transaction remains subject to regulatory approvals.
