"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.