{"id":238454,"date":"2026-04-06T11:48:53","date_gmt":"2026-04-06T09:48:53","guid":{"rendered":"https:\/\/ipmark.com\/?p=238454"},"modified":"2026-04-06T17:06:32","modified_gmt":"2026-04-06T15:06:32","slug":"publicis-groupe-adquiere-160over90-marketing-deportivo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238454","title":{"rendered":"Publicis Groupe adquiere 160over90 y acelera su ofensiva en marketing deportivo"},"content":{"rendered":"<p><strong>Publicis Groupe ha anunciado la adquisici\u00f3n de 160over90, la agencia global especializada en deporte y cultura integrada hasta ahora en WME Group, en una operaci\u00f3n con la que refuerza su apuesta por el marketing deportivo como uno de sus principales vectores de crecimiento. <\/strong><\/p>\n<p>La transacci\u00f3n, cuyo importe no ha sido desvelado, est\u00e1 pendiente de las autorizaciones regulatorias habituales.<\/p>\n<p>Fundada en 2001, 160over90 est\u00e1 considerada como una de las mayores agencias creativas y de marketing deportivo del mercado. La firma cuenta con m\u00e1s de<strong> 670 empleados repartidos entre Estados Unidos, Reino Unido, EMEA y APAC<\/strong>, y ha desarrollado estrategias y activaciones para marcas globales en algunos de los mayores escaparates deportivos y culturales del mundo, entre ellos la Super Bowl, los Juegos Ol\u00edmpicos y la Copa del Mundo.<\/p>\n<p>Tras completarse la operaci\u00f3n, <strong>160over90 se integrar\u00e1 con Publicis Sports<\/strong> para dar forma a una propuesta que el grupo define como una plataforma global orientada a conectar marcas con fans y audiencias a trav\u00e9s del deporte y la cultura. La nueva estructura estar\u00e1 impulsada por los activos tecnol\u00f3gicos de Publicis, la capacidad de datos de Epsilon y su escala en medios, con el objetivo de convertir esa conexi\u00f3n cultural en resultados medibles de negocio.<\/p>\n<h2>Publicis y WME Group, alianza<\/h2>\n<p>La agencia pasar\u00e1 a formar parte de Publicis Sports, divisi\u00f3n liderada por <strong>Suzy Deering,<\/strong> y se ubicar\u00e1 dentro de PMX para facilitar un acceso m\u00e1s integrado a todas las agencias y clientes del grupo. Publicis sostiene que esta integraci\u00f3n permitir\u00e1 ofrecer a los anunciantes<strong> una aproximaci\u00f3n unificada a medios, patrocinios, eventos, contenido, creadores y talento<\/strong>.<\/p>\n<p>En paralelo, <strong>Publicis y WME Group pondr\u00e1n en marcha una alianza estrat\u00e9gica<\/strong> que permitir\u00e1 colaboraciones tempranas entre la cartera de talento y propiedad intelectual de WME y las capacidades de Publicis. Seg\u00fan el grupo franc\u00e9s, este acuerdo abrir\u00e1 oportunidades en talento, financiaci\u00f3n de contenidos y partnerships de marketing. <strong>Robbie Henchman<\/strong>, hasta ahora presidente de 160over90, permanecer\u00e1 en WME Group como <em>senior partner<\/em> y presidente del negocio de representaci\u00f3n de marcas, y supervisar\u00e1 esta nueva colaboraci\u00f3n entre ambas compa\u00f1\u00edas.<\/p>\n<p>Arthur Sadoun, CEO de Publicis Groupe, ha enmarcado la operaci\u00f3n dentro de una tesis clara:<strong> \u201cla pr\u00f3xima gran apuesta\u201d del grupo es el deporte.<\/strong> En el comunicado, el directivo subraya que, en la era de la inteligencia artificial, el marketing deportivo se ha convertido en uno de los canales de mayor valor para los clientes por su capacidad para aportar relevancia cultural, engagement en directo e impacto medible.<\/p>\n<p>La operaci\u00f3n se apoya adem\u00e1s en el tama\u00f1o del mercado. Publicis recuerda que el negocio de los medios deportivos est\u00e1 valorado en 150.000 millones de d\u00f3lares, mientras que el patrocinio deportivo supera ya los 90.000 millones de d\u00f3lares a escala global.<\/p>\n<p>La compra de 160over90 da continuidad a una estrategia que Publicis ya ven\u00eda desplegando en este terreno. El grupo recuerda que<strong> en 2025 adquiri\u00f3 las agencias Adopt y Bespoke<\/strong>, y que recientemente tambi\u00e9n cerr\u00f3 una alianza con Magic Johnson Enterprises y lanz\u00f3 <strong>Influential Sports,<\/strong> una pr\u00e1ctica espec\u00edfica orientada a conectar estrategia deportiva y talento a escala.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La compa\u00f1\u00eda integrar\u00e1 la agencia en Publicis Sports y la apoyar\u00e1 en datos, tecnolog\u00eda y medios para construir una oferta global en deporte y cultura.<\/p>\n","protected":false},"author":30,"featured_media":238455,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2184,2227],"class_list":["post-238454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is 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