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Endeavor’s 160over90 lands XFL communications role

The new XFL professional American football league has appointed 160over90, the recently rebranded marketing services arm of sports and entertainment group Endeavor, to a communications role.

The league founded by Vince McMahon, the owner of wrestling’s WWE, has named 160over90 as its ‘Communications Agency of Record’.

The communications work takes immediate effect and will run throughout the XFL’s inaugural 2020 season. Through the tie-up, 160over90 said that it will “handle the XFL’s media relations strategy, message development and influencer engagement to help the league and its teams to continue generating awareness and to shine a light on its players, coaches and fans”.

Endeavor already has ties to the XFL through the content strategy work of its sports services group with the nascent league.

The 2020 XFL season will begin in February and matches will be televised nationally by ABC, ESPN and Fox Sports.

The communications contract is one of 160over90’s first new business wins since the rebrand in October. Endeavor Global Marketing, was renamed to reflect the identity of the Philadelphia-based creative agency bought by Endeavor last year.

Through the rebranding exercise, other brands within the Endeavor Global Marketing have also taken on the 160over90 moniker. These include Los Angeles-based creative agency RED and UK-based communications agency Clifford French.

Endeavor Global Marketing was created in the wake of WME and Silver Lake Partners’ acquisition of IMG in 2014, and replaced the erstwhile IMG Consulting division. It acts as a pivot between Endeavor’s brand clients and the agency’s multi-faceted platform of talent, property and media-focused units.