Havas Strengthens Experiential Marketing arm, Havas Play, across Benelux with acquisition of Dutch agency SportVibes

Havas has announced the acquisition of leading Dutch sports marketing agency SportVibes, reinforcing the capabilities of Havas Play in the Netherlands and expanding its presence across the Benelux region. The move strengthens Havas Play’s position in connecting brands and audiences through shared passion points, including sport, music, art and culture, entertainment, fashion and gaming.

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.

Founded in 2003, SportVibes has built a strong reputation for delivering sports marketing, live events, content and influencer campaigns that connect fans, brands, event organizers and communities. The agency works with leading brands including Gillette, Dash, DHL, Action and Lexus. It is also the co-organizer of the Formula 1 Heineken Dutch Grand Prix in Zandvoort and has been recognised as Formula 1 Promoter of the Year.

As part of the transaction, Havas has also acquired Track Record, SportVibes’ digital commerce agency focused on driving “return on fan engagement.” Led by Managing Partners Teun Verheij and Tim Nome, Track Record combines data-driven insights, digital marketing and creative storytelling to help sports organisations, event organisers and brands translate fan engagement into measurable commercial outcomes.

The addition of SportVibes and Track Record further enhances Havas Play’s ability to deliver integrated sports marketing, live experiences, digital engagement and measurable business growth for clients across the region.

“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”, said Yannick Bolloré Chairman and CEO of Havas

“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.” said Elias Reinheimer and Thijs Muller, Chief Creative Officer of Havas Play Amsterdam and CEO of Havas Media Netherlands

“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.”, said Frans Vleggeert and Imre van Leeuwen, Managing Partners, SportVibes by Havas Play

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