Havas boosts sports marketing capabilities through SportVibes acquisition

Amsterdam, Netherlands – Havas has acquired Dutch sports marketing agency SportVibes, strengthening its Havas Play network across the Benelux region as brands increasingly invest in passion-led marketing spanning sports, entertainment, gaming, and culture.

Following the acquisition, SportVibes will operate as SportVibes by Havas Play while retaining its leadership team, with Managing Partners Frans Vleggeert and Imre van Leeuwen continuing to oversee the business.

Founded in 2003, SportVibes specialises in sports marketing, live events, brand activations, and influencer campaigns. Its client portfolio includes Gillette, Dash, DHL, Action, and Lexus. 

The agency is also the co-organiser of the Formula 1 Heineken Dutch Grand Prix in Zandvoort, which has been recognised as Formula 1 Promoter of the Year.

The deal also includes Track Record, SportVibes’ digital commerce agency focused on converting fan engagement into measurable business outcomes through data, digital marketing, and creative storytelling.

By bringing both agencies into Havas Play, the group aims to strengthen its ability to connect brands with audiences through shared passion points, including sport, music, art, culture, fashion, entertainment, and gaming.

Yannick Bolloré, Chairman and CEO of Havas, said the acquisition reflects the growing role of sport in helping brands build stronger consumer relationships.

“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,” Bolloré said.

Meanwhile, Elias Reinheimer, Chief Creative Officer of Havas Play Amsterdam, and Thijs Muller, CEO of Havas Media Netherlands, said combining SportVibes’ expertise with Havas Play’s international network would create new opportunities for clients across the Netherlands and Belgium.

For SportVibes, the partnership marks the next stage of its growth.

Managing Partners Frans Vleggeert and Imre van Leeuwen said joining Havas would enable the agency to expand its presence in international sporting events while broadening its capabilities across sport, entertainment, and cultural experiences.

The acquisition further reinforces Havas Play’s strategy of building brands through culturally relevant experiences, while expanding its sports marketing footprint across Europe.