Havas creates new sports and entertainment network

by Andrew McCormick Media Week 16-Jun-08, 15:15

LONDON - Havas Media has bundled together its separate sports and entertainment offerings to create the new Havas Sports & Entertainment network.

Internationally, Havas agencies B6 Entertainment, Havas Entertainment and Cake will combine with Havas Sport to form the new division, which will handle sports sponsorships and branded entertainment.

In the UK, however, Havas Media's entertainment services will continue to be run through Cake, the agency Havas bought for £14m in April this year.

Lucien Boyer, currently chief executive of Havas Sports, will take over as chief executive of Havas Sports & Entertainment.

Boyer cited the importance for brands to be associated with their passions, including music, cinema, culture and sports as reason behind setting up the new network.