Publicis Sports has formed a new venture with 3 Arts Sports and NFL star Travis Kelce to exploit the growing marketing opportunities for brands with universities and college athletes in the NIL (name, image, likeness) era.  

3 Arts Sports is a unit of Lions Gate's 3 Arts Entertainment that combines talent representation with brand strategy, commercial partnerships and entertainment industry access.  

The new venture will provide brands with "end to end" consulting and activation services, which it says will get to market faster than competitors.   

An undisclosed limited number of clients of Publicis Sports, led by CEO Suzy Dering, will gain first access to the venture to help shape its future development. 

The new firm, called TEKTA, says it will provide schools and athletes with training and education opportunities, and guidance on branding and partnerships. Athletes will receive national brand opportunities, financial literacy training, and other benefits.  

“The sports industry doesn’t need more competition, it needs more connection,” said Aaron and Andre Eanes, 3 Arts Entertainment Partners and Co-Heads of 3 Arts Sports. “Publicis Sports follows the data, Travis has one of the highest value portfolios in all of sports, and our team has spent years building the athlete and university relationships that make these deals actually work. Together we’re providing what brands and athletes have been asking for in a way that’s never been done.”