Endeavor, the new name for the entertainment conglomerate formed after WME’s acquisition of IMG, has agreed to acquire branding and marketing agency 160over90 from private equity firm Searchlight Capital Partners. The terms of the transaction were not disclosed.
160over90 handles branding and marketing for a number of colleges, sports teams and brands, including Ferrari, the Indianapolis Colts, the Philadelphia Eagles, UCLA and Under Armour. The agency, which has about 180 employees, will be housed within Endeavor Global Marketing, the division that in recent years has acquired experiential agencies IMG LIVE and Fusion Marketing, as well as public relations firm Catalyst. Endeavor also has a stake in ad agency darling Droga5.
Mark Shapiro, co-president of WME and IMG, which still exist as independent businesses within Endeavor, said, “As the business continues to move away from the 30-second spot and into a full-fledged focus on experiences, we want to be fully armed and stand out with a unique platform. The 160over90 agency can enhance the platforms and channels and content that we are creating and producing for our clients, from Hollywood to sports.”
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