Shorts: Havas, Atp, Img, Everton

Global communications group Havas has launched Havas Play – a new global network dedicated to ‘building meaningful experiences that place brands at the heart of people’s passions’ – into the UK market.

The move will see UK creative agency Cake join forces with Havas Media Network UK’s content and partnerships division, JUMP, to form the new agency offering headed by Rosie Holden, with both names retired.  

Holden, commented, “It’s been such a privilege to lead an iconic agency like Cake for the last 4.5 years. I’m so proud to have been part of an agency that created such groundbreaking work consistently over its 25-year history. Our transformation into Havas Play is the obvious next step and by joining forces with a brilliant team of specialists across content, media partnerships and production and leveraging the power of the Havas Group and Vivendi, we’re in a position to all deliver big, bold, beautiful work at scale.” 

ATP Media and IMG Replay has extended its global video archive partnership.

As per the renewal, ATP Media, the global sales, broadcast, media, and distribution arm of the Association of Tennis Professionals (ATP) Tour, will continue to use IMG Replay to manage and license the video archive for the ATP Tour Archive until the end of 2025.

ATP Media’s investment into the ATP Tour Archive has warranted the creation of a digital destination of video content aimed to preserve the heritage of the tour.

The agreement will include archive footage from as far back as 1990, in total IMG Replay has access to more than 5,000 hours of ATP Tour content.

Stuart Watts, Chief Operating Officer of ATP Media, said, “IMG Replay does a fantastic job representing the ATP Tour Archive.  We are excited to extend our long-standing partnership to ensure our extensive archive of action from the ATP Tour continues to be made fully accessible to our stakeholders and clients”.

Tom Barnes, Vice President of IMG Replay, added, “Over the years, the ATP Tour has produced some of the most memorable moments not only in tennis, but in sport as a whole. We’re delighted to continue our global partnership with ATP Media so that storytellers can have unbeatable access to the sporting moments that matter via IMG Replay.” 

Everton FC has announced a new agreement with trading and investing platform eToro, which sees it become the men’s official trading partner and official partner of the women’s team. 

The deal is part of a commitment from eToro to increase its support of the men’s and women’s games, with the platform’s branding to be visible at the 40-000-capacity Goodison Park, Walton Hall Park and across Everton’s digital channels. 

eToro will also team up with the club to create activations, competitions and experiences designed to engage and reward Evertonians.

Richard Kenyon, Everton’s Chief Commercial and Communications Officer, said, “It’s our great pleasure to welcome eToro back to Everton as an official partner and to see their partnership extending to include Everton Women for the first time. 

“We look forward to working with eToro and helping them to achieve their commercial aims. I would like to thank our partnership team for their work in securing this deal – one of several we are announcing over the course of the summer.”

Arsenal Women and Crystal Palace Women have both extended partnership deals with eToro.

The renewals will see eToro continue as the official trading partner to both WSL clubs.

Both deals will result in eToro branding being visible at their matches as well as collaborating to create exciting activations throughout the season.

Juliet Slot, Chief Commercial Officer at Arsenal, said, “Our extended partnership with eToro is another strong indicator of growth in women’s football and our continued investment to make the game a strong proposition for our partners.”

Barry Webber, Chief Commercial Officer, at Crystal Palace, commented, “We are delighted to be extending our partnership with eToro, which began with the club in 2018. eToro is an innovative and globally recognised brand, and this partnership is a significant part of our commercial growth strategy for the Palace Women’s team. We look forward to more success on and off the pitch together.”

Stephanie Wilks-Wiffen, Director of Marketing at eToro, explained, “Football and investing have traditionally been male dominated activities but in the last few years, this has been turned on its head. With the explosion of women’s football, and the growing number of female retail investors, it makes complete sense for eToro to have a presence at women’s games, where we can support the continued growth of this sporting community.

“After a season in which the average attendance at women’s games almost tripled, and with the Word Cup now just weeks away, we couldn’t be joining the women’s game at a more exciting time. Hopefully our presence at matches can encourage more women to consider investing as a way of improving their financial future.”

Tennis-Point have been announced as the official tennis and padel retail partner for the LTA in a multi-year deal.

The agreement will see the online retailers of tennis equipment run a designated LTA online store.

Tennis-Point – in conjunction with the LTA’s partner brands Dunlop, AMC and adidas – will offer exclusive discounts, special offers and promotions to LTA Advantage members, LTA accredited coaches and registered venues.

Gary Stewart, Head of Commercial at the LTA, said, “Tennis-Point is a well-established, global retailer of tennis equipment and we’re delighted to be partnering with them to increase the benefits offer we provide to our members and stakeholders. Tennis and padel equipment and clothing are essentials for recreational players as well as those making a living in the sport so we are pleased to be able to offer access at discounted prices for them.”

Andy Catchpole, Country Manager of Tennis-Point, UK & Ireland, said, “Tennis-Point are proud to have this opportunity to work alongside the LTA to assist members, coaches, players and enthusiasts with their tennis & Padel product choices. We will endeavour to work with the LTA to promote tennis & padel throughout the community through joint activations and experiences.”

Premiership Rugby Union club Northampton Saints has announced that Acti+ as the club’s new official energy drink supplier.

The partnership will also see the drink brand’s parent company, Actiph, provide Northampton Saints’ senior squad with their alkaline ionised water, Actiph Water.

Acti+ is a brand-new natural clean energy drink, designed to deliver A+ ingredients for A+ focus and performance – with each can containing 100% of the recommended daily allowance of six key vitamins, natural caffeine, L-Carnitine and zero sugar.

Ulundi Makhanya, Head of Commercial Partnerships at Northampton Saints, said, “We’re delighted to link up with Acti+ and Actiph Water to supply our squad with their scientifically-proven alkaline water for the upcoming season.

“Professional sport is a game of fine margins, and we look hard for any edge we can gain on the pitch, both in training and on matchdays.”