Havas Sports – part of Havas Play
At Havas Sports - part of Havas Play, we believe in building meaningful connections between sports, fans, and brands. We support sports organizations and events in on-boarding innovation, designing meaningful fan experiences and growing commercial revenues (sponsoring, media & OTT, ticketing & hospitality, merchandising & licensing, digital assets).
Our business unit capitalizes upon its unique understanding of sport and esport fans from Havas proprietary research. We leverage Havas global capabilities and local proximity to successfully deploy Fan Relationship Management (FRM) strategies and generate value from an under-exploited asset: fan data.
Our team of experts delivers a full-service marketing advisory and activation offer, in close collaboration with Havas Switzerland expertise (Creative, CX, and Media) and Havas Play global network.
Havas Play Switzerland kicked off its journey with adidas at the UEFA Women’s EURO 2025 by shining a spotlight on women’s football culture through an unmissable icon: Switzerland’s largest-ever football jersey. Hung with care in Zürich’s main station, it showcased tailor-made brand content and captured the attention of millions of fans throughout the tournament.
With the ambition of uniting and rewarding the entire trail running community, UTMB launched MyUTMB+: a personalized loyalty programme embedded within the new MyUTMB platform, leveraging Havas Sports’ proprietary research and FRM expertise, as well as UTMB’s data ecosystem.
The world’s biggest sailing event demands strategic vision and flawless execution. From installing a dedicated team in Barcelona to welcoming 1.8M visitors in the Race Village, Havas Sports successfully managed the Louis Vuitton 37th America’s Cup sponsorship program.
To elevate Explora Journeys’ guest experience and fan engagement during the 37th America’s Cup, Havas Play Switzerland designed and delivered a 60-day VIP hospitality program alongside a branded 100m² immersive stand in the Race Village.
Across UEFA competitions, fans navigate between platforms, content, and touchpoints throughout the season. To increase fan value at every stage, Havas Sports has analysed UEFA’s existing digital ecosystem and designed a strategy grounded in fan insights and fan journeys, shaping acquisition and retention plans by segment.
The campaign of the first-ever Swiss-German Vendée Globe finisher called for a dedicated partnership strategy. Havas Sports developed all sponsorship materials and led the commercial strategy for the Oliver Heer Ocean Racing team.
