Havas Play acquires Dutch agency SportVibes

SportVibes will operate as SportVibes by Havas Play and will continue to be led by managing partners Frans Vleggeert and Imre van Leeuwen.

Havas has acquired Dutch sports marketing agency SportVibes, expanding the capabilities of Havas Play in the Benelux region and strengthening its offering across sports, entertainment and other passion-led marketing disciplines.

Following the acquisition, SportVibes will operate as SportVibes by Havas Play and will continue to be led by managing partners Frans Vleggeert and Imre van Leeuwen.

Acquisition expands Havas Play in Benelux

Founded in 2003, SportVibes specialises in sports marketing, live events, content and influencer campaigns, helping brands connect with fans and communities through sport and entertainment. The agency's client portfolio includes Gillette, Dash, DHL, Action and Lexus.

SportVibes is also co-organiser of the Formula 1 Heineken Dutch Grand Prix in Zandvoort and has previously been recognised as Formula 1 Promoter of the Year.

Deal includes digital commerce agency

The acquisition also includes Track Record, SportVibes' digital commerce agency, which focuses on helping sports organisations, event organisers and brands convert fan engagement into commercial results through data, digital marketing and creative storytelling.

According to Havas, integrating SportVibes and Track Record into Havas Play will strengthen the network's ability to deliver marketing programmes spanning sport, music, entertainment, art and culture, fashion and gaming.

Leadership outlines growth plans

Yannick Bolloré, Chairman and CEO, Havas: "I am delighted to welcome Frans Vleggeert, Imre van Leeuwen and the entire SportVibes team to the Havas family. As sport becomes an ever more powerful force in people's lives, we must help our clients leverage its ability to forge deeper connections with their audiences, build desirable brands, and drive growth. SportVibes' exceptional expertise in sports marketing, live experiences and fan engagement makes it a natural fit for Havas Play and further expands our capacity to deliver impactful, client-centric solutions across the Benelux region and throughout Europe."

Elias Reinheimer, Chief Creative Officer, Havas Play Amsterdam, and Thijs Muller, CEO of Havas Media Netherlands: "Havas Play is on a mission to connect people with brands wherever their passions come to life, creating deeper engagement and stronger brand preference. With SportVibes, we are bringing together expertise in sports marketing, live events, proprietary IP and cultural storytelling to create a distinctive offering for clients across the Netherlands and Belgium. Together, we will be able to deliver even more impactful brand experiences by combining local market expertise with the scale and capabilities of Havas Play's global network."

Frans Vleggeert, Managing Partner, SportVibes by Havas Play: "We view this as a unique opportunity to take SportVibes to the next level. Combining our deep roots in sports and entertainment with Havas' global expertise, capabilities and resources will enable us to unlock new opportunities, strengthen our position regarding large-scale international sporting events, and deliver even greater value for our clients and partners. As the worlds of sport, entertainment and culture continue to converge, this partnership will also open new avenues for growth across a broader range of passion-led experiences."

www.havas.com

Follow Marketing Report on LinkedIn