Publicis Groupe acquired sports marketing and entertainment agency 160over90 this month, in a move it claims will “disrupt” the sector.

In this episode, the Campaign team discusses why Publicis has made this "big bet" now, whether the sector needs disrupting and how influencers are changing the game. The team discusses why some say "the gap between brands and consumers is widening" and how athletes are becoming their own "self-contained media platforms, because their performance in the game is so intrinsic to their personas".

Hosted by tech and multimedia editor Lucy Shelley, this episode includes deputy creativity and culture editor Charlotte Rawlings, creativity and culture editor Shauna Lewis and deputy news editor Marianne Calnan-Holland.

Further reading:

What does the fan experience of the Fifa World Cup look like from the UK?

Coca-Cola World Cup spot explores emotional journey of football

Why is gaming not a media channel?

Beyond borders: why countries don’t define modern fandom

Fifa 2026’s longer tournament window presents a golden opportunity for fan activations

Burnley FC and X unveil social documentary on women’s team

Burnley FC and X partner with Sure For Men for UK’s first X Original series

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