South Africa, April 8 -- The deal, valued at more than $500 m, marks a significant investment by Publicis into the rapidly expanding world of sports marketing and live engagement. Once complete, 160over90 will be integrated into Publicis Sports - the company's global sports marketing division - and combined with the Groupe's data‑driven assets such as the Publicis Sports Intelligence platform powered by Epsilon identity and the Influential creator platform to deliver a full end‑to‑end offering across media, sponsorships, experiential activations, creator partnerships, and talent collaborations.

The combined platform will have scale across the US, UK, EMEA and APAC, and is designed to offer "measurable business out...