In recent years, there have been a growing number of attempts to combine sports marketing and sponsorship agencies with media-buying shops. The concept makes sense as media budgets are typically larger than sponsorship budgets. Some successful examples include Omnicom Media’s Optimum Sports and Horizon Media’s Scout Sports and Entertainment. However, there have also been notable failures such as GroupM’s Entertainment and Sports Partnership unit.
Publicis Media, a major player in the industry, has decided to revamp its sports marketing shop. They have renamed it to Publicis Sports and have hired additional staff to increase the headcount to 25. Jon Tuck, who has experience working with PFL and NASCAR, has been leading Publicis Sports since last October. The agency has recently acquired six new clients, attracted by their data-driven approach to sports marketing. This approach includes proprietary sponsorship intelligence capabilities linked to Epsilon’s consumer database.
Despite potential client conflicts within Publicis, the agency has clearance to pursue business independently. Publicis has made a strong commitment to investing in sports due to its growing importance for clients. Recent hires from major companies like ESPN and Endeavor show their dedication to expanding their capabilities. With support from top executives like Publicis Media CEO Dave Penski, they are determined to establish a strong presence in the sports marketing industry. Overall, Publicis is prioritizing its sports marketing agency and plans to continue growing and hiring in this area.
