Havas has acquired Dutch sports marketing agency SportVibes, expanding Havas Play’s operations across the Benelux region.

Following the acquisition, SportVibes will join Havas Play in the Netherlands and operate under the name SportVibes by Havas Play. The agency will continue to be led by SportVibes' managing partners Frans Vleggeert and Imre van Leeuwen.

Founded in 2003, SportVibes works across sports marketing and live events, developing content, live experiences and influencer campaigns across sport and entertainment. Its client roster includes Gillette, Dash, DHL, Action and Lexus, among others.

The agency is also a co-organiser of the Formula 1 Heineken Dutch Grand Prix in Zandvoort and has previously been named Formula 1 Promoter of the Year.

The acquisition also includes Track Record, SportVibes’ digital commerce agency, which focuses on converting fan engagement into commercial outcomes. The agency works across data, digital marketing and creative content for sports organisations, event organisers and brands.

Track Record will continue to be led by managing partners Teun Verheij and Tim Nome.

The deal adds SportVibes’ sports marketing and live events capabilities, alongside Track Record’s digital commerce offering, to Havas Play’s existing operations across sport, music, art and culture, entertainment, fashion and gaming.

Yannick Bolloré, chairman and CEO, Havas, said, “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." 

Elias Reinheimer, chief creative officer, Havas Play Amsterdam, and Thijs Muller, CEO,  Havas Media Netherlands, added, "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." 

Frans Vleggeert and Imre van Leeuwen, managing partners, SportVibes by Havas Play, said, “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."