Global communications group Havas has strengthened its experiential marketing capabilities across the Benelux region with the acquisition of leading Dutch sports marketing agency SportVibes. 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.
Following the acquisition, SportVibes will operate as SportVibes by Havas Play and will continue to be led by its existing Managing Partners, Frans Vleggeert and Imre van Leeuwen.
Founded in 2003, SportVibes has built a strong reputation in sports marketing, live events and fan engagement, creating campaigns that connect brands, sports organisations, event organisers and communities through content, experiential activations, influencer marketing and proprietary intellectual property.
The agency’s client portfolio includes leading brands such as Gillette, Dash, DHL, Action and Lexus. It is also a co-organiser of the Formula 1 Heineken Dutch Grand Prix at Zandvoort, an event that has earned recognition as Formula 1 Promoter of the Year.
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.
The acquisition further strengthens Havas Play’s capabilities across sports, entertainment, music, fashion, gaming, art and culture, enabling the network to deliver integrated experiential marketing solutions throughout the Netherlands, Belgium and the wider European market.
“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 said 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.
