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Brian Steinberg
Senior TV Editor
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Courtesy of Publicis Groupe French advertising giant Publicis Groupe has a new American teammate: Travis Kelce.
The ad-holding company and the popular Kansas City Chiefs tight end are forming a joint venture that aims to help advertisers find and start partnerships with college athletes and universities, a sign of the growing importance of so-called “name, image and likeness” deals for top marketers.
Publicis and Kelce will launch Tekta, an agency that will help brands find potential partners and measure the effectiveness of agreements they may strike. Tekta will make use of advertiser relationships already curated by Publicis Sports, the company’s sports-media investment agency, as well as Kelce’s expertise. 3 Arts Sports will also be involved in the new offering, tapping its relationships with athletes and colleges., The sports-representation firm is part of Lionsgate’s 3 Arts Entertainment.
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