FILA chooses Havas Sports & Entertainment Italia as advisor
Havas Sports & Entertainment Italia (HSE), the sports marketing team of the Havas Media Group, has signed a multi-year agreement with FILA, a sports and leisure footwear & apparel brand with worldwide distribution.
The partnership, which began in July, includes the management and development of rights related to athletes and sports properties and the promotion of the brand in all countries where FILA operates through the implementation of current assets, new sports marketing initiatives, targeted activations, and press office activities.
FILA will be able to rely not only on HSE’s expertise, but also its proprietary tools, such as the Sponsorship Evaluation System (SES) for gauging the effectiveness of sports sponsorships – a tool that is already being used and appreciated by several of the agency’s clients.
An important partnership that confirms HSE’s international reach, reputation, and distinctive market positioning in the world of sports business.
Edoardo Alzetta, Head of Sports, Havas Media Group: “It will be an exciting and innovative journey that brings together two organizations that put expertise, talent, and strategy at the core of their work. We’re very proud to start this global partnership with FILA, among the most iconic brands in the history of the sport industry, with the aim of enhancing its brand heritage and consolidating its future positioning.”
Luca Bertolino, Head of Global Strategic Marketing, FILA: “We want to put Sport Performance, which is part of Fila’s DNA, back at the center of our global strategy. Our international investments range from tennis and ice sports to basketball and soccer, and include ambassadors of the caliber of Giovanni Soldini, Bjorn Borg, and Reinhold Messner, to name a few. With Havas Sports & Entertainment, we have found the professionals with the international scope we were looking for; and we’re happy and excited to begin this journey together, with the aim of valorizing our current and future sports properties and, through them, consolidating our brand positioning globally.”
