Publicis launches Influential Sports unit

Publicis Groupe has launched a new sports-focused unit, Influential Sports, aimed at helping brands work with creators and athletes around major sporting moments.

The move, first reported by Digiday, brings together Publicis’ sports marketing arm, creator agency Influential, and its data business Epsilon as part of a single sports-focused offering. Influential Sports will work across creators and athletes, with Publicis Sports providing guidance on fan communities and sponsorship strategy.

Publicis Sports chief executive Suzy Deering said the launch reflects how audiences increasingly engage with sport through creators and the communities that form around them.

“Sports continues to grow because of its sense of community,” Deering said in a video message. “When you think about community, you think about creators. Creators and athletes sit at the centre of how stories around sport and sports culture are told, and that’s where brands want to show up.”

Ryan Detert, chief executive of Influential, said brands are already exploring opportunities with the new unit, particularly across categories including consumer goods, retail, automotive and technology.

“The launch of Influential Sports builds on work already underway with Fortune 500 clients,” Detert said, adding that early interest reflects growing confidence in creator-led sports marketing.

The launch follows Publicis’ recent activity in the creator economy, including its acquisition of Influential in 2024 and creator marketing platform Captiv8 last year. It also comes amid a broader push across sports media and marketing to integrate creators more directly into coverage and fan engagement.