Publicis Groupe has formed Influential Sports, a new division combining its 2024 acquisition of creator agency Influential with data assets from Epsilon, Publicis’ consumer data and marketing technology subsidiary, to connect brands with sports fans through influencer marketing, per Digiday.

The unit operates under Publicis Sports, led by CEO Suzy Deering, and will deploy creators, athletes, NIL talent, and sports-culture influencers for brand campaigns.

“Because of our data, we can take a very unique approach to identifying the right talent and athletes/creators not just by traditional metrics,” Deering said in a statement. “More and more, the people around athletes and their lifestyle are of interest to their communities. This would generally be missed if a brand is setting a specific demo to go after, but with our data we can identify these untapped audiences to provide extended reach and additional relevance.”

The division will access Influential’s network of 15 million creators, including athletes and NIL talent, according to CEO Ryan Detert.

Client Demand and Market Trends

Influential Sports has engaged clients in FMCG, consumer electronics, retail, automotive, and technology sectors, though Detert declined to identify specific brands.

“The launch of Influential Sports builds on work already underway with Fortune 500 clients across multiple verticals,” Detert said. “The early demand and adoption we are seeing reflect strong client trust in creator-led sports marketing and interest in a more connected, performance-driven approach.”

According to Forrester research cited by Digiday, 37% of Millennial and 43% of Gen Z online adults watched more sports broadcasts in 2024 than in 2023. The firm found 39% of U.S. B2C marketing executives plan to increase investment in large-scale sports sponsorships, while 28% plan to enter the space for the first time.

Publicis acquired Influential in August 2024 for an undisclosed sum after the Las Vegas-based agency generated $150 million in revenue in 2023, working with 300 brands, including McDonald’s, Meta, Amazon, and Walt Disney Company.

Publicis also partnered with investment company Magic Johnson Enterprises in February 2026 and sports data and technology company Genius Sports in November 2025.