Havas Africa has officially launched Havas Play, the company’s global network specializing in sponsorships, partnerships, experiential marketing, social media, influencers, and branded content. The expansion highlights Africa’s growing influence in the global entertainment and sports economy, leveraging the continent’s passion for music, sports, and gaming.
The move marks a significant milestone for Havas Play, which already operates across 20 countries with a team of more than 500 experts. The African launch aligns with the continent’s booming entertainment and media (E&M) sector. According to PricewaterhouseCoopers’ Africa Entertainment and Media Outlook 2024-2028, E&M revenue in South Africa, Nigeria, and Kenya is expected to surpass the global compound annual growth rate (CAGR) of 3.9%. Projections indicate that by 2028, South Africa’s E&M market will reach US$19.8 billion, Nigeria’s will grow to US$13.6 billion, and Kenya’s will expand to US$4.8 billion.
“At Havas Play, we don’t just create campaigns—we ignite passion points and build communities where brands and fans connect in meaningful ways,” said Renata Spackova, Chief Operating Officer of Diversified Services at Havas. “Africa is a powerhouse of culture, creativity, and untapped potential, and its influence on the global entertainment and sports economy is undeniable. By expanding Havas Play into Africa, we are strengthening our global footprint and unlocking new opportunities for brands to engage with some of the most passionate fanbases in the world. This is more than growth—it’s about shaping the future of fandom on a global scale.”
Havas Play has already worked with major brands such as Puma, Jameson, Alpine, Total Wireless, Narcotics Anonymous, L’Enfant Blue, and HARMAN Gaming across multiple markets, including Australia, the UK, the U.S., India, Spain, China, Germany, Singapore, and Latin America. The African expansion will bring these strategies to local and international brands looking to engage African audiences.
Carel Scheepers, Head of Diversified Services at Havas Africa, emphasized the continent’s cultural vibrancy as a key reason for the launch. “Africa’s strong, diverse cultures are deeply rooted in entertainment, whether it be sports, music, or gaming. We believe Havas Play has the potential to help brands become cultural players and form meaningful connections in a fragmented media landscape, contributing to a culture of co-creation,” he said. “Brands cannot exist without the people – therefore, culture needs to be taken seriously to ensure they connect with superfans.”
Provit Chemmani, CEO of Havas Africa, described Africa as a movement driven by passion and creativity. “With Havas Play, we are not just launching a service; we are igniting a cultural revolution where brands don’t just advertise, they become part of the fabric of music, sports, and gaming,” he said. “This is our moment to shape the future of fan engagement and put Africa at the forefront of the global entertainment economy.”
With the launch of Havas Play in Africa, the company aims to create meaningful brand experiences by harnessing the passion of African consumers for sports, music, and technology. The expansion underscores Havas Africa’s commitment to fostering deeper brand-consumer relationships in an evolving entertainment landscape.
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