Havas Africa has officially launched Havas Play, a global network specializing in sponsorships, partnerships, experiential activations, social media engagement, influencer marketing, and branded content.
This expansion adds to the existing Havas Play network, which already comprises over 500+ experts in more than 20 countries worldwide.
The launch comes as Africa’s entertainment and media (E&M) sector is poised for significant growth.
According to PricewaterhouseCoopers’ Africa Entertainment and Media Outlook 2024-2028 report, E&M revenue in Kenya, South Africa, and Nigeria is projected to exceed the global average compound annual growth rate of 3.9%.
Specifically, the report forecasts that between 2023 and 2028, South Africa’s E&M revenue will rise from US$16.1 billion to US$19.8 billion, Nigeria’s will climb from US$9.0 billion to US$13.6 billion, and Kenya’s will grow from US$3.8 billion to US$4.8 billion.
This growth underscores the strength of Africa’s music, sports, and gaming communities, making it a prime 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,” said Renata Spackova, Chief Operating Officer of New Core Business at Havas.
Ms Spackova emphasized that expanding Havas Play into Africa strengthens their global presence and unlocks new opportunities for brands to engage with some of the world’s most passionate fanbases.
“This is more than growth—it’s about shaping the future of fandom on a global scale,” she added.
Havas Play has a proven track record, having launched in major markets including Australia, France, the United Kingdom, the United States, India, Spain, Italy, China, Hong Kong, Germany, Singapore, and LATAM.
They have executed impactful activations for prominent brands such as Alpine, Jameson, Total Wireless, Puma, Narcotics Anonymous, L’Enfant Blue, and HARMAN Gaming.
“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,” said Carel Scheepers, Head of New Core Business at Havas Africa.
Chief Executive Officer (CEO) of Havas Africa, Provit Chemmani stated, “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.”