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Happy graduation day to the Class of 2026 at Brixton Finishing School! 🎓 It’s been a privilege to be involved with this changemaking programme for the past three years and to meet the next generation of talent making their way into the industry. We were proud to welcome in this year’s cohort to 160over90’s London office and are so inspired by their talents, as Tyler Bell, Senior Director of Inclusion & Impact says: “What makes our partnership with Brixton Finishing School so meaningful is the community we’re building together. Summer School creates space for talent to feel welcomed, know they belong and imagine what’s possible for them in our industry. And we continue to be inspired by the curiosity, creativity and fresh perspectives they bring, challenging our thinking and making our agency and community stronger.” #BrixtonFinishingSchool #SummerSchool2026 #BFSSummerSchool #FutureTalent #BFSCohort2026 #NewTalent #BFSCommunity #BFSSpeakers #BFSExperience #GraduationDay #BFSalumni

The FIFA World Cup 2026™ - Canada, Mexico and the United States brought passionate fans to enjoy the game pitch-side to local watch parties at home. ⚽ 160over90's Aisha Keelson, Junior Strategist, and Zoë Pollock, Partnerships Executive, share two unique perspectives on their tournament experiences in a new LBBonline - Little Black Book feature. Aisha explores how culture, community and identity shape the way fans experience the sport around the world. Her biggest learning: “Strategy shouldn’t aim to predict the future perfectly; it should give you the right framework to understand culture as it unfolds.” Meanwhile, Zoë takes us behind the scenes of her on-the-ground work in Toronto and shares how adaptability and collaboration were key to delivering memorable brand experiences for fans. Together, their perspectives highlight the power of understanding global sport and what it takes for brands to show up meaningfully on some of culture’s biggest stages. Read more: https://lnkd.in/eYsKSXwQ

Is media becoming more like entertainment? In a new Campaign UK article and podcast, editors explore how brands are moving beyond traditional placements to create media experiences that actively earn attention, spark participation and become part of culture. The conversation features insights from 160over90’s VP of Strategy Monica del Rio, who discusses the importance of developing media strategies rooted in thoughtful placements, changing audience behaviors and showing up within the conversations and communities people already care about. The discussion also reflects on this year’s Cannes Lions Media Grand Prix winner, Uber Eats’ “Build Your Own Super Bowl Commercial,” and the growing overlap between media, entertainment, sports and culture. As the lines between these disciplines continue to blur, the opportunity for brands is clear: create work people do not simply see, but genuinely choose to engage with. Read the article or listen to the latest podcast episode via Acast for more. https://lnkd.in/gXy5h86M

#GRWM - The Football Edition With the FIFA World Cup 2026™ - Canada, Mexico and the United States nearing its conclusion, we’ve seen the kit reveals and watched the sponsor ads, but which brands have led the fashion stakes? 160over90’s conceptual creative Jessellion Powell shared her sartorial take on the World Cup with Campaign UK and says it’s no surprise to many that the fashion industry is fighting its way to the front of our minds, using the tournament as a cultural springboard to dive into the game. "The ever-intertwined relationship of football and fashion was always going to deliver a peak moment this summer, with this, the largest World Cup to date, offering more countries for brands to leverage and appeal to a wider global fanbase than ever before.” Read more here: https://lnkd.in/gfHDzpuf

You can spend years seeing Cannes Lions through carefully curated LinkedIn posts and Instagram Stories, but nothing prepares you for your first walk along the Croisette, where every few meters another brand is inviting you into a world of its own. Zayanne Bako, global partnerships executive at 160over90, headed out to Cannes and found that the most memorable activations weren't necessarily the loudest, they were the ones that gave her a reason to stop, interact and stay. Find out which spaces she found the most engaging in featured Campaign UK article: https://lnkd.in/gfnxJw_y

Mascots? We love them. The Drum asked industry leaders what makes a marketing mascot truly work. James Hoyle, Creative Director at 160over90, shared his take on the power of mascots which is to build familiarity, brand love and cultural staying power in ways few other brand assets can.   As he puts it, the best mascots open up a world of “surreality, humor and marketing extensions - take them into retail, merch or even an entire theme park if you get it right."   Read the full article: https://lnkd.in/eghSmE4E

We're proud to partner with The Coca-Cola Company in bringing its FIFA World Cup 2026™ - Canada, Mexico and the United States Fan Zone to life.⚽ The activation celebrated the world’s biggest sporting moment with interactive experiences, ice-cold refreshment, and the kind of matchday energy that brings fans together. A true celebration of soccer fandom, Coca-Cola style.

A new playbook is needed to activate college football sponsorships. 🏈   With NIL and revenue sharing with student-athletes, the college landscape is evolving faster than ever. While athletic departments navigate new complexities, fan passion, engagement and commercial opportunity continue to reach new heights. In our latest thought leadership, "Sidelining Amateurism: Navigating the Professionalization of College Football," we explore what's fueling this transformation and what it means for brands looking to create meaningful impact in the space. The takeaway? Activating with impact requires more than traditional sponsorship assets. Brands must think beyond logo placement and embrace the full college football ecosystem to build authentic connections with fans, athletes and institutions. Read the full perspective and discover our four key recommendations for brands entering and activating in this dynamic landscape. https://lnkd.in/emwSqp6s

As the countdown to kick off continues, we’re pleased to share our latest coverage in The Drum, featuring our SVP of Global Experiential Timothy Vola on why the FIFA World Cup 2026™ will be a transformative moment for sports marketing and a lasting cultural force across its host cities. As Tim shares, “The opening whistle at Estadio Azteca will feel like a green flag in a race – not just for the FIFA World Cup 2026™, but for a transformation of the sports marketing industry as we know it. It will signal something North America has never quite experienced at this scale: a truly continental, culturally immersive, always-on global celebration.” From evolving fandoms and national pride to shared experiences and citywide impact, the tournament is set to redefine how brands connect with fans across North America and around the world. Read the full article in The Drum: https://lnkd.in/eE5hVq9v

Last week, coinciding with the return of SXSW London, 160over90 hosted a discussion on Creativity & The Beautiful game with our SVP ECD Paul Stanway setting the scene in an opening address exploring the culture and creativity surrounding the beautiful game and asking how brands, in this largest World Cup to date, can encourage fans to rediscover their personal connection to the tournament. Jasmine Welsh, ACD at 160over90, then hosted the panel discussion with Matthew Barrett, the founder of original sports storytellers Goal Click, in conversation with the ex-footballer turned artist Craig Black, covering everything from previous World Cup activations and brand partnership opportunities, to finding the stories that engage burgeoning football fandoms and their predictions for the upcoming tournament. With the World Cup now just a few days away, we can’t wait for kick off!