Omnicom Media North America has named longtime executive Jeremy Carey president of Optimum Sports, positioning the in-house sports media and marketing group for a pivotal year as sports continues to grow in cultural and commercial influence. Carey, who joined Optimum Sports in 2005 and most recently served as chief investment officer, succeeds cofounder Tom McGovern, who is moving into a consulting role. Under Carey’s leadership, Optimum Sports has expanded beyond traditional media buying into culturally driven partnerships, NIL deals and athlete-led storytelling, while overseeing major client investments including a quarter of Super Bowl LIX ad spend. Central to that evolution is Omni Sports, the group’s proprietary intelligence platform, which links media exposure to business outcomes and has been strengthened by Omnicom’s acquisition of IPG and the integration of Acxiom RealID.
Speaking with Campaign at CES 2026, Carey outlined a holistic, data-driven approach to sports that treats athletes, leagues and fandom as interconnected media ecosystems, reinforcing Optimum Sports’ role as a strategic growth engine within Omnicom.