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.
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.
With the first edition of Miglio di Milano Michelin in 2019, Havas Sports & Entertainment took the iconic mile distance out of the athletics field, where professional and not could run from Parco Sempione to Castello Sforzesco. In 2020, with the health emergency, the race did not stop, but turned into a virtual race in which each participant could complete their own mile wherever they wanted. A hybrid event that, thanks to the support of our partners, has achieved a great success with 17M impression during the live stream.
"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 (Havas SE) with the client. Our work contributed to enrich BKT's sponsorship portfolio with the addition, besides Serie BKT in Italy, of major agreements in France (Title Sponsor of the Coupe de La Ligue & Ligue 2), and in Australia (Big Bash League). The development of the sponsorship platform and the management of the various projects are led and coordinated globally by Havas SE Italy, while for local activations we can count on our international network of Havas SE agencies.
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.
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.