Beverly Hills-based talent and media management firm WME Group is unloading sports-marketing agency 160over90 to a French advertising group.

Publicis Groupe will acquire 160over90 for more than $500 million, the Wall Street Journal reported. WME, previously known as Endeavor before it went private early last year, bought the agency for roughly $200 million in 2018. 

The deal reflects Publicis’ “big bet” on the sporting sector, said chief executive Arthur Sadoun. The Paris-based firm acquired sport marketing firms Adopt and Bespoke last year, and it partnered with Basketball Hall of Famer and entrepreneur Magic Johnson’s investment company, Magic Johnson Enterprises. 

“In the age of AI, (sports have) become one of the most high-value channels for clients, delivering unparalleled cultural relevance, live engagement and measurable impact,” Sadoun said in a news release.

The firm estimates the global sports media market’s value at $150 billion and that of sports sponsorships at $90 billion. Major upcoming sporting events like the 2026 FIFA World Cup will continue to fuel the sectors’ growth, which has been largely driven by high demand for live content and 5G-enabled digital streaming, Mordor Intelligence reports.

Cuts underway

Since its founding in 2021, 160over90 has evolved into one of the world’s largest global sports marketing and creative agencies. The unit, which has strategized for major sporting and cultural events like the Super Bowl and the Olympics, counts 670 employees folding into Publicis. 

WME sheds 160over90 a month after it laid off 30 employees, or about 3% of staff. The agency has slimmed down since it closed a $25 billion go-private deal with private equity firm Silver Lake in March 2025. 

Two years before that, WME spun out TKO Group Holdings Inc., the parent of World Wrestling Entertainment, Inc. and Ultimate Fighting Championship. 

Mark Shapiro, WME president and managing partner, said the 160over90 sale marks a “new partnership” with Publicis’ sports division that will bring growth at scale and speed for its brand clients.

“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,” Shapiro said in the release.

Shapiro had been president and chief operating officer of Endeavor and was elevated following the closure of the take-private deal.

Following the sale, 160over90 will complement Influential Sports, a recent offshoot of Publicis Sports hoping to tap into the sector’s robust creator and influencer marketplace. Publicis Sports Chief Executive Suzy Deering will lead the combined team. 

WME will keep Robbie Henchman, 160over90’s outgoing president, as senior partner and president of the agency’s brand representation business.