By connecting brands with people and communities, Havas’ network dedicated to activating consumer passions will drive business growth for African brands
February xx, 2025, South Africa – Havas Africa has officially introduced Havas Play, a global network specializing in sponsorships, partnerships, experiential marketing, social media, influencers, and branded content. This new initiative expands the reach of the Havas Play network, which includes over 500 Play specialists across more than 20 countries worldwide.
According to the PricewaterhouseCoopers’ Africa Entertainment and Media Outlook 2024-2028 report, the entertainment and media (E&M) revenue in South Africa, Kenya, and Nigeria is anticipated to exceed the global average compound annual growth rate of 3.9%. From 2023 to 2028, South Africa’s E&M revenue is expected to rise from US$16.1 billion to US$19.8 billion, Nigeria’s from US$9.0 billion to US$13.6 billion, and Kenya’s from US$3.8 billion to US$4.8 billion. This growth underscores the vibrant music, sports, and gaming communities in Africa, positioning the continent as a crucial market for investment in consumer passion areas.
At Havas Play, we don’t just create campaigns—we ignite passion points and build communities where brands and fans connect in meaningful ways. 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,” said Renata Spackova, Chief Operating Officer of Diversified Services at Havas.
Having launched across Havas’ major markets including Australia, France, the United Kingdom, the United States, India, Spain, Italy, China, Hong Kong, Germany, Singapore, and LATAM, Havas Play has driven impactful activations for storied brands including Alpine, Jameson, Total Wireless, Puma, Narcotics Anonymous, L’Enfant Blue, and HARMAN Gaming. Now, Havas Play extends its bespoke capabilities into Africa.
“Africa’s strong, vibrant, and diverse cultures are deeply rooted in entertainment, whether it be sports, music, or gaming. This is part of our people. We believe that 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. Brands cannot exist without the people – therefore, culture needs to be taken seriously to ensure they connect with superfans,” says Carel Scheepers, Head of Diversified services at Havas Africa.
Provit Chemmani CEO of Havas Africa, shared, “Africa is not just a market; it is a movement—driven by passion, creativity, and an unstoppable energy for entertainment. 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. This is our moment to shape the future of fan engagement and put Africa at the forefront of the global entertainment economy.”
Havas Play launches today, build a meaningful offering for existing and new clients by harnessing the power of African people’s passion for sport, music, and technology.