WME Talent Agency Sells Sports Marketing Division to Publicis Groupe

WME, the Beverly Hills-based talent agency, has sold its sports marketing division 160over90 to French communications company Publicis Groupe. The transaction, first reported by The Wall Street Journal as valued at over $500 million, was announced by Publicis on Thursday. 160over90 is recognized as one of the world's largest sports marketing and creative firms, employing more than 670 people globally and known for its work with major events like the Super Bowl, Olympic Games, and World Cup. Publicis CEO Arthur Sadoun stated that sports represent a strategic focus for the company, describing it as a high-value channel offering cultural relevance and measurable impact in the AI era. The French firm plans to integrate 160over90 into an end-to-end ecosystem emphasizing data optimization through its Publicis Sports Intelligence platform. WME will maintain involvement through a strategic partnership that will leverage its talent roster for future media opportunities. This sale represents WME's continued downsizing efforts following its parent company Endeavor going private in 2025 and being renamed WME Group. Previous divestments include sales of IMG Academy, On Location, and Professional Bull Riders to TKO Group Holdings. As part of streamlining operations, WME laid off 30 employees last month. Mark Shapiro, president of WME Group, praised 160over90's reputation as a trusted partner to influential brands. This acquisition expands Publicis's sports portfolio, following last year's purchases of agencies Adopt and Bespoke.