FRENCH COMMUNICATIONS GROUP Havas has acquired SportVibes, a Dutch sports marketing agency notable for organizing the Netherlands Formula 1 Grand Prix, for an undisclosed amount.
In a statement, the communications giant said the deal will allow it to bolster the capabilities of its network across the Benelux by consolidating its position with brands in areas such as sports, music, art and culture, entertainment, fashion and video games.
The agency, which will now operate under the name SportVibes by Havas Play, is expected to continue to be led by its current managing partners, Frans Vleggeert and Imre van Leeuwen.
The move expands the reach of Havas Play, the network’s specialist experiential marketing division, and reinforces its focus on connecting brands with audiences through passion-driven experiences.
As part of the transaction, Havas has also acquired Track Record, SportVibes’ digital commerce agency focused on converting fan engagement into measurable commercial outcomes. Led by managing partners Teun Verheij and Tim Nome, Track Record combines data analytics, digital marketing and creative storytelling to help sports organisations, event organisers and brands improve audience engagement and business performance.
“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 stated the acquisition aligns with its strategy of expanding Havas Play’s global network by combining local expertise with international scale to create more meaningful consumer experiences across passion-led platforms.
“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, chief creative officer of Havas Play Amsterdam, and Thijs Muller, CEO of Havas Media Netherlands.
SportVibes’ leadership said the partnership would accelerate the agency’s international growth while expanding opportunities across sports, entertainment and culture.
“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.
Founded in 2003, SportVibes has specialized in creating content that connects fans, event organizers and communities through live experiences and influencer campaigns built on its proprietary formats and platforms.
Its main clients include Gillette, Dash, DHL, Action and Lexus. The agency is also a co-organizer of the Zandvoort Formula 1 Grand Prix, sponsored by Heineken.
