Publicis Acquires Rich Paul’s Adopt, Sephora Dives into “Running Point,” as Paige Bueckers & A’ja Wilson Fuel WNBA Frenzy—and Mizuho, Snapdragon, Gillette x EA, Verizon & Eddie Hearn Expand the Playbook! - 2.5.2025

Publicis Groupe has acquired Adopt, a sports marketing agency founded by Rich Paul and former Nike executives, to strengthen its presence in the sports and cultural sectors. This move is expected to lead to innovative campaigns for brands like Lululemon and athletes such as Anthony Edwards, as reported by the organization. Joe Hand Promotions is working to enhance live sports content distribution for fans, while Eddie Hearn from Matchroom is focused on elevating boxing's profile in the U.S. through engaging narratives around athletes.

Sephora is also entering the sports arena with a campaign tied to Netflix's "Running Point," highlighting a women's basketball league named "Unrivaled." Mizuho Americas renewed its five-year sponsorship of the Mizuho Americas Open with the LPGA Tour, supporting women’s golf and athletes like Michelle Wie West and Rose Zhang, reflecting the increasing interest in women's sports.

On the investment side, TPG launched TPG Sports to capitalize on opportunities in the global sports market, and Qualcomm’s Snapdragon is improving brand visibility through partnerships with teams like Manchester United and sponsorship of Formula 1 events. Collaboration remains a focus, with Gillette teaming up with EA SPORTS FC to enrich fan experiences through game content and promotions.

Verizon's Super Bowl FanFest attracted over 40,000 attendees, showcasing the effectiveness of experiential marketing in connecting with fans. Additionally, the WNBA's 2025 preseason is experiencing record ticket sales and global streaming, driven by rising stars such as Paige Bueckers and A’ja Wilson, exemplified by the Indiana Fever's 497% increase in sales from the previous year. These developments highlight the growing intersection of sports, entertainment, and consumer engagement.
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