Other than family and friends, where do we all turn when we’re swimming in a boiling sea of economic turmoil and political crisis? “Culture”, sport, entertainment and the arts. Those uniquely human experiences that lift and unite us. And where communities gather to relax, breathe and find inspiration, brands want to be there to be a part of it.
Nowhere is this more evident than in sport. According to a recent report by Research and Markets, the global sports market is projected to grow to approximately $623.63b by 2027, at a CAGR of 5.0% comfortably out-pacing most other parts of the global economy GlobeNewsWire. This reflects how the industry offers more than just entertainment for fans and audiences; it delivers steady revenue streams, global fan engagement, and powerful brand-building opportunities. In uncertain times, it’s not just about resilience, it’s about staying relevant and present in the moment.
So with the next soccer World Cup around the corner and the LA Olympics looming large, it’s no surprise that agency M&A is swinging around hard at this sector too given brands’ spending cycles in the run-up to major events, especially a US Olympics. Publicis Groupe’s recent acquisition of Adopt is a case in point. Founded by U.S. sports agent Rich Paul and former Nike executives David Creech and Josh Moore, Adopt blends sport, culture, and brand storytelling in a way that speaks directly to today’s consumer. Publicis isn’t just buying creative talent, it’s buying cultural fluency and expanding into wellness, nutrition, tech, and lifestyle. A direct play for a generation, especially GenZ who expect brands to reflect their values, not just sell decent products AdAge.
In the same vein, Wasserman’s acquisition of CSM Sport & Entertainment in late 2023, mirrors this trend but on a global scale. Placing the firm in 27 countries and strengthening its capabilities in athlete management and media rights, both critical for building long-term fan engagement PR Week.
Across the industry, we’re seeing multiple major players expanding through acquisitions that prioritise cultural connection. For example, Stagwell’s acquisition of Gold Rabbit Sports PR Newswire , enhancing its ability to deliver creative, experience-led marketing within the sport sector and Havas’s acquisition of CA Sports, a Spanish agency specialising in sponsorship and sports business development further embedding itself in sport’s commercial ecosystem Digiday.
It’s impossible to think sport or culture without thinking about Experiential; take Amplify’s recent integration into Common Interest, a network of agencies focused on brand, culture and emotion driven experiences Campaign.
It’s important – despite a US Olympics being a marketeer’s nirvana – to note that this isn’t a Western phenomenon. We saw a FIFA World Cup in Qatar in 2022, Saudi Arabia’s Public Investment Fund is one of the most prolific sports investors in the world around a wider cultural destination positioning and the KSA will host the 2034 FIFA World Cup BuisnessChief.
So perhaps, when the world around us ceases to make any semblance of sense, we can all sit back and reflect that it’s “NOT the economy, stupid.” This latest wave of M&A activity suggests that the smartest deals today are the ones that put people, purpose, and culture at the centre.
