At Havas Play we play to win.
We believe that all brands must create deep connections with their consumers. For this reason, we help our clients strike up increasingly meaningful relationships with their audiences, through experiences that combine entertainment, sports and technology like never before.
We create the best experiences by focusing on passions thanks to activations such as sport and music sponsorships, branded content, influencer and sport marketing.
“Growing Together” is BKT’s pay-off and since 2018 it has also been the main theme guiding Havas Play’s activities with the client. Our work has contributed to enriching BKT’s sponsorship portfolio with the addition, in addition to the Serie BKT in Italy, of important international agreements. The development of the sponsorship platform – also present in France (Title Sponsor of the Coupe de La Ligue & Ligue 2 and Official Tire of the Rugby World Cup France 2023), in Australia (Big Bash League), in the UK and Ireland (Title Sponsor of the United Rugby Championship) and in Europe (Premium Partner of the Euroleague and Title Sponsor of the EuroCup) – and the management of the various projects is guided and coordinated globally by Havas Play from Italy, while for the activations in individual countries we can count on our international network of Havas Play agencies.
Thanks to its extensive experience in the world of sports marketing, Havas Play has created a system that guarantees to clients an accurate evaluation of sports sponsorships: the Sponsorship Evaluation System (S.E.S). This tool makes possible, thorugh an integrated value derived from a quantitative and qualitative evaluation, to define how appropriate is a sports sponsorship. Most brands rely on this tool to better understand if the economic offer made my the sport property is proportional to the actual value of the sponsorship.
From the creative concept to the final outputs, Havas Play developed 16 videos to showcase Locauto’s services in-store, on social media, and on the web, combining infotainment with storytelling that perfectly aligns with the brand’s identity.
The Saugella podcast dedicated to the celebration and acceptance of femininity in all its forms. Hosts Helen Hidding and her daughter Anne Marie, along with nine guests, have given voice to various ways of being and feeling like a woman, addressing topics relevant to the brand.
The start-up Fanblock, a fan engagement platform dedicated to sports fans, aimed at entering the Italian market to position itself as a relevant and important brand for all sports fans. Thanks to the support of Havas Play accurate analysis, the brand decided to approach Italian football becoming partner of AC Milan. For the launch campaign, several sports influencers were selected to create relevant contents both on Fanblock's and AC Milan's digital channels. This series of contents, entirely managed by the Havas Play team, also moved to San Siro stadium and Casa Milan during the partnership launch day, involving fans with interactive and funny formats. This strategy allowed Fanblock to significantly increase its visibility and engagement with Italian fans, marking a successful entry in the sports market.
Havas Play fully decorated a boat for Malfy Gin that sails the waters of the Naviglio Grande to celebrate World Aperitivo Day. Guests on board were able to live a true Malfy Experience, savoring the brand’s range in an original and evocative setting.
From 2020 Havas Play works on implementing Pramac Racing’s marketing platform, the factory-supported team of Ducati Corse, by providing its expertise in consulting. From strategic support in the identification of new partners to the development of tailor-made initiatives. Thanks to the collaboration with Havas Play, Pramac Racing closed two important global partnerships. The first one with Motul, with the sponsorship of the MotoGP team and a global industrial agreement between the two companies. And the second one with Yahoo as the Main Sponsor of the Pramac Racing MotoGP team and Title Sponsor of the eSport team.
Havas Play selected the most charismatic chefs to highlight Solarelli products. Cucina Botanica, Erica Liverani, and Niccolò Califano created exclusive recipes, showcasing the freshness and origin of our seasonal delights, celebrating the territory and the quality of the products.
"Growing Together" is the payoff of BKT and since 2018 it has also been the main theme guiding the activities of Havas Sports & Entertainment Italy (HSE) with the client. Our work contributed to enrich BKT's sponsorship portfolio with the addition, besides Serie BKT in Italy, of major global agreements including France (Title Sponsor of the Coupe de La Ligue & Ligue 2 and Official Tire of the Rugby World Cup France 2023), Australia (Big Bash League) and in UK and Ireland (Title Sponsor of the United Rugby Championship). The development of the sponsorship platform and the management of the various projects are led and coordinated globally by HSE Italy, while for each country's activations we can count on our international network of HSE agencies.
Havas Sports & Entertainment has signed a multi-year agreement with FILA, a leading 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 on 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.
From 2020 Havas Sports & Entertainment (HSE) works on implementing Pramac Racing’s marketing platform, the factory-supported team of Ducati Corse, by providing its expertise in consulting. From strategic support in the identification of new partners to the development of tailor-made initiatives. Thanks to the collaboration with HSE, Pramac Racing closed two important global partnerships. The first one with Motul, with the sponsorship of the MotoGP team and a global industrial agreement between the two companies. And the second one with Yahoo as the Main Sponsor of the Pramac Racing MotoGP team and Title Sponsor of the eSport team.
In 2018, supported by Havas Sports & Entertainment, TIM joined the eSports world becoming Main Sponsor and Connectivity Partner of one of the most important Italian gaming events: Milano Games Week. The activity included the in-game customization of the video game Asphalt 9 Legend and the organization of a tournament both online and offline, in the key TIM stores in Milan and Rome, further amplifying the success of the project.
In 2020, thanks to the mediation of Havas Sports & Entertainment, Michelin announced a two-year partnership with the Olympic champion Federica Pellegrini. Being the strongest and longest-running Italian swimming champion ever, Federica is the ideal ambassador to best represent the concept, #PerformanceFattePerDurare, the fil rouge of the entire Michelin’s communication campaign.
Serie A Basketball E-League is a project born in 2020 with the realization of the first eSport championship of an Italian professional league. A highly innovative project that saw participants face off not on a basketball video game but on Brawl Stars, one of the most downloaded strategic mobile games in the world. After the online qualifying stages of the tournament, the best teams competed inside the Pesaro arena in front of 10 thousand people, at the same time with the basketball Final Eight.
Serie BKT is a sponsorship project born in 2018, which consists in the titling of the Italian championship cadet football. The 2020/2021 season represents the third year of this sponsorship by BKT Tires, a leading company in the world of off-highway tyres. In 2020 BKT managed to involve and engage fans despite the Covid19 emergency by innovative initiatives to strengthen the brand’s meaningfulness, that in previous seasons had been consolidated thanks to activities designed to physically involve fans in the stadiums of the league.
