What Publicis Sport and Entertainment does

Publicis Sport & Entertainment is a full-service marketing agency within the Publicis Groupe network, specializing in sports and entertainment brand partnerships and sponsorship activation. The agency serves two primary client segments: major global brands seeking to engage audiences through sport and entertainment properties — across FMCG, automotive, financial services, technology, and healthcare — and rights holders and sports federations looking to monetize their audiences and quantify commercial value. Documented clients include Biofreeze, Audi, Corona Cero, ING, Voltarol, Samsung, CONMEBOL, AXA, and UEFA, with activations spanning the Tour de France, Paris 2024 Olympics, UEFA competitions, Liverpool FC, and mobile gaming properties.

The agency delivers four integrated service pillars: Strategy (partnership and platform strategy, audience and cultural fit analysis, sponsorship portfolio planning, activation roadmaps, rights and property evaluation), Creative (campaign and content ideation, big idea development, athlete and fan storytelling, visual identity, experiential concepting), Execution (talent sourcing and management, social-first content production, sponsorship activation, on-site event delivery, cross-channel amplification), and Insights (audience and fan segmentation, media valuation and ROI, broadcast audience analysis, partnership impact tracking, competitor benchmarking). Underlying these services are proprietary methodologies including a 360° Audience Model that harmonizes linear and digital viewership data in over 200 territories, an Image Recognition and Valuation Model informed by eye-tracking research, and Global Newsroom Operations that coordinated over 700 assets across 20 markets and five languages during the Corona Cero Paris 2024 Olympics activation.

Commercially, the agency operates as a professional services business with project-based, customized pricing; no public pricing or revenue figures are disclosed. Revenue is generated through enterprise field sales targeting major global brands and rights holders. The company is headquartered in London (40 Chancery Lane), operates across 19 cities on four continents, employs 101-250 people, and is legally registered as MSLGROUP London Limited (England company no. 02107327). It is a wholly-owned subsidiary of Publicis Groupe, the largest advertising group in the world, leveraging the parent company's global resources, networked agency structure, and Power of One platform to deliver integrated strategy, media, content, and performance capabilities.

Name

Publicis Sport and Entertainment

Legal name

MSLGROUP London Limited

Website

https://publicis-se.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Publicis Sport & Entertainment is a London-headquartered, full-service sports and entertainment marketing agency within Publicis Groupe, serving global brands and rights holders with strategy, creative, execution, and insights services across sponsorship activation, content production, and media valuation in 19 cities.

Ownership category

akta.pro rank

Product category

Sports and Entertainment Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (MPAAABAO), Sports Media Relations & Rights Support Services (Press Ops, Rights Packaging Support) (MPAKAKAN)

Keywords

• Sports marketing services
• Entertainment marketing services
• Sponsorship activation strategy
• Brand partnership consulting
• Media valuation analysis

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategy Services: Developing sharp, highly focused and insight-driven strategy including partnership and platform strategy, audience and cultural fit analysis, sponsorship portfolio planning, activation roadmaps, and rights and property evaluation
2. Creative Services: Campaign and content ideation, big idea development, athlete and fan storytelling, visual identity and toolkit creation, experiential concepting
3. Execution Services: Talent sourcing and management, social-first content production, sponsorship activation, on-site event delivery, cross-channel amplification
4. Insights Services: Audience and fan segmentation, media valuation and ROI, broadcast audience analysis, partnership impact tracking, competitor benchmarking

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Publicis Sport and Entertainment is a full-service sports and entertainment marketing agency that delivers integrated services across four pillars: Strategy (partnership planning, audience analysis, sponsorship portfolio planning), Creative (campaign ideation, athlete storytelling, experiential concepting), Execution (talent management, content production, event delivery, sponsorship activation), and Insights (audience segmentation, media valuation, ROI analysis, partnership impact tracking). The agency combines these service lines to plan, activate, and measure brand engagement on sports and entertainment stages for global brands and rights holders.

Product overview

Publicis Sport & Entertainment is a full-service sports and entertainment marketing agency operating as part of Publicis Groupe. The company offers an integrated service model comprising four core pillars: Strategy (partnership planning, audience analysis, sponsorship portfolio planning), Creative (campaign ideation, storytelling, experiential concepting), Execution (talent management, content production, event delivery), and Insights (audience segmentation, media valuation, ROI analysis). The agency delivers case-study work across sponsorship activation, brand partnerships, media asset valuation, and content production for clients including Biofreeze, Audi, Corona, ING, Voltarol, UEFA, Samsung, CONMEBOL, and AXA. Services span from Premier League pitches to grassroots gaming, global music tours to Olympic activations, with teams operating across 19 cities worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services

Quantifiable outcome

• Corona Cero achieved 38% sponsor share of voice, 3.8 billion impressions, and 17% engagement rate at Paris 2024 Olympics
• +2 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Publicis GroupecoreStrategic or Co-development PartnerPublicis Sport & Entertainment is a proud member of the Publicis family, the largest advertising group in the world. As part of a networked agency, they can bring in the right people at the right time to solve all of their clients' challenges. This affiliation provides global reach and resources.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Octagon: Octagon is the largest pure-play sport and entertainment marketing agency globally, owned by Interpublic Group, and competes head-to-head with PSE for sponsorship strategy, activation, and measurement mandates from rights holders and global brands.
• WME Sports (Endeavor): WME Sports, operating under Endeavor, is a leading talent representation and sports marketing agency that competes with PSE on athlete partnerships, brand endorsements, and endorsement valuation services.
• Engine Sport: Engine Sport is a UK-headquartered sports marketing agency offering sponsorship strategy, athlete partnerships and brand activation, directly comparable in scope and client type to PSE's European operations.
• Bespoke Sports & Entertainment: Bespoke Sports & Entertainment is a sport and entertainment marketing agency that was acquired by PSE in July 2025; it was a direct competitor in the premium sponsorship agency space.
• Lagardère Sports (Eleven Group): Lagardère Sports, now part of Eleven Group, is a global sports marketing agency offering sponsorship, media rights, and brand activation services that directly overlap with PSE's core offering.
• MKTG (Dentsu): MKTG is Dentsu's sport and lifestyle activation agency, providing sponsorship consulting, fan engagement, and event experiences to global brands; it competes with PSE for the same enterprise sports marketing clients.
• IMG / Endeavor: IMG, part of Endeavor Group, is a direct competitor offering sport marketing, talent representation, event management, and rights commercialization — directly overlapping with PSE's strategy, talent, and insights services.

Emerging players

• Two Circles: Two Circles is a data-driven sports marketing agency focused on fan data analytics and rights-holder commercialization; it competes with PSE's Insights and media valuation services for analytics-led mandates from sports properties.

Regional players

• Hakuhodo Sport (Hakuhodo): Hakuhodo Sport is the sport marketing arm of Japan's largest advertising group, providing sponsorship strategy and activation services; it is a comparable regional competitor with overlapping offerings in APAC.

Broad incumbents

• Hill & Knowlton Sports: Hill & Knowlton, part of WPP, operates a global sports practice offering sponsorship PR and communications; it competes with PSE on PR-driven sponsorship storytelling for major brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/publicissportandentertainment
• Instagraminstagram.com/publicis_se
• Xx.com/Publicis_SE

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Publicis Sport and Entertainment