Havas is continuing the “bullish” growth of Havas Play in North America with the acquisition of youth culture and experiential agency Archrival, which has sold a majority stake to join the Havas network.
The deal marks another step in Havas’ expansion of Havas Play, the group specializing in connecting brands with fans across sports, music, gaming, and entertainment. Havas Play expanded from its roots in France to become a global offering in 2023, consolidating the holding company’s sports and entertainment agencies.
It has since become a major growth priority for Havas, according to Greg James, CEO of Havas Media Network North America.
