At Havas Play.

We help brands play meaningfully in sport & culture.

We live in the space between traditional advertising and media —
orchestrating powerful connections through live experiences, content, social, and partnerships.

We’re not just chasing attention.
We build brand love where your audience already plays.
For clients who understand the power of relevance.
Creating culture that converts.

The Future is in Play…

OUR CAPABILITIES

Sponsorship: Identifying, developing, activating and measuring sponsorships with Rights Holders across sports, arts, gaming, film, music, comedy and more.
Brand to Brand: Securing collaborations where brands share assets without cost in exchange for reciprocal benefit focused around delivering reach, rewards, relevance or revenue.
Media Partnerships: Bringing brands and media owners together to deliver creative solutions that go beyond traditional advertising, and increases depth of audience engagement beyond a media buy.
Creating big brand experiences as part of 360 integrated campaigns, from brand and product launches, to consumer activations, fame-driving stunts, press moments and more.
360 social media services – from social transformation and in-depth audits, to channel and community management and more.
Identifying, building and nurturing authentic, relationships with celebrities, artists, influencers, cultural communities, creators and thought leaders to drive brand and business growth.
From brand films, creator campaigns and press junket days, to always on and global brand campaigns – whatever point with content creation you’re at, we can help you.

WHAT YOU SHOULD KNOW ABOUT US

At Play, our people are culture. We're a team of dreamers, creators, players, gamers, curators and fans—each of us with one foot firmly planted in the worlds we help brands connect with.

That passion fuels everything we do. It means we don’t just observe culture from the outside – we live it, breathe it, shape it.

From running grassroots football teams, to launching hockey content channels, to designing our own sportswear lines, we back the side hustles and the passions that keep our team plugged in and inspired. And when you combine that cultural fluency with best-in-class creative, strategic and production firepower, the output is something Real. Purposeful. Relevant.

Along the way we've been recognised across industry leading awards bodies, such as Clio Sport, Creative Circle, Leaders in Sport, Campaign Experience, Football Business and UK Sponsorship The Drum and the UK Social Media Awards. But the one we’re most proud of is being named as one of “Campaign’s Best Places to work” for four consecutive years.

MEET THE Vision 2035 creators

JAMES MASTERS

Since he joined Havas Play in early 2022, James has been at the heart of much of Havas Play’s work in women’s sport. And 2025 has been no exception.
From working on the brand campaign for Women’s Rugby World Cup, to helping HSBC celebrate the return of women to the HSBC Championships and supporting the delivery of EE Squad Socials over the Euros, it’s been a massive year.
This report has been no mean feat, but he is incredibly proud of it and passionate about what we can achieve – together shaping an extraordinary future for women's sport.

ELLIE MOSS

Ellie has worked in and around women’s sport in one guise or another for the past 15 years. As Strategy Partner at Havas Play she’s worked with Puma, MLB, Commonwealth Games England and the IOC and this year on campaigns for adidas and EE for the women’s Euros and WRWC2025 for World Rugby.

As a former gymnastics coach, she’s passionate about developing new pathways into elite sport and pushing for more sport science research to be carried out with and by women.
Keeping up with the incredible pace of change we’re seeing in women’s sport this year has been both a challenge and a privilege on this project. It’s pushed us to think more boldly. It’s stretched us and excited us in equal measure. And, it‘s my belief that while our visions are bold, they are - with a little imagination - ultimately, achievable

Stuart wood

Stuart has led data and insight across some of the agency’s most high-profile work in sport and culture, including EE’s sponsorship measurement strategy and the development of HSBC’s sponsorship evaluation frameworks.
As the insight lead on ‘Vision 2035', Stuart designed the research approach and conducted specialist interviews with key figures shaping women’s sport today.
From distilling those conversations into cultural foresight, to helping frame the trends that underpin this report, Stuart’s role has been to ensure the voices, signals and data driving the future of women’s sport are grounded in evidence and real-world impact.

ROSS TAYLOR

Ross Taylor is a Group Executive Creative Director whose work across sport, fashion, and entertainment has earned industry acclaim for its cultural relevance. Ross has helped build iconic, fame-driving campaigns for brands like Adidas, Formula E, the Barclays Premier League, Women’s Super League, The LTA, Dove, Rimmel London and ASOS.
A passionate voice for inclusion in sport, Ross brings a unique perspective as a member of the LGBTQ+ community who grew up immersed in athletics, rugby, and now competes in CrossFit and Turf Games. He’s the creator of Aiko – the world’s first openly gay AI footballer – built for representation during the Qatar World Cup to challenge LGBTQ+ erasure in global sport.
He believes working in the creative industry is a privilege – and that with the right idea on the right platform, we can move culture forward while having a bit of fun along the way.
Working with this infectiously passionate team to bring the report and each of the visions to life has been a profound privilege. This work matters. It holds the power to shape perspectives, spark action, and help define what comes next.

OWAIN DAVIES

Since joining Havas Play in early 2024, Owain has channeled his culturally driven creativity into work that aims to spark real emotion and connection – particularly in the world of women’s sport. In 2025, that ambition continued to take shape across a range of projects.
From crafting the vibrant Adobe Creative Trends 2025, to helping HSBC celebrate the return of women at the HSBC Championships, to executing creative projects for JBL, Owain’s work has consistently sought to engage audiences and tell stories that matter.
Bringing this report to life visually has been a true labour of passion for Owain – reflecting not just the milestones of the past year, but the energy and possibility still ahead.
Owain is beyond proud of what’s been created and driven by what’s next.

KEVIN CHONG

Kevin has been bringing creative ideas to life through visual storytelling.
He has contributed to brand campaigns for EE squad socials over the euros, supported activations for Adidas, HSBC championships and collaborated with a talented team of passionate creatives to turn their vision into motion design. He is truly honoured to have crafted and animated the unveiling of our bold Vision 2035, transforming it into an inspiring launch film. Through dynamic motion graphics and visual storytelling, we brought the vision of future for women's sport to life, capturing the energy, ambition, and limitless potential for the future ahead.

OUR LATEST AND GREATEST WORK

HSBC Championships at The Queen’s Club.

June 2025 saw us delivering an unforgettable HSBC Championships.
From kickstarting a brand-new partnership with HSBC, to celebrating the first combined men’s and women’s tournament at Queen’s in 52 years, this year was all about breaking boundaries, creating meaningful experiences, and elevating ambition.
Together with HSBC and the LTA, we brought to life:
🏆 The HSBC Lawn: An immersive Fan Zone entitled ‘Path to Greatness’, where visitors tried winning exclusive prizes on the claw machine raising over £6k for Shelter, played table tennis against Tim Henman, and enjoyed a bespoke photo wall.
🍹 The HSBC Premier Lounge: An inspiring space which welcomed over 4000 HSBC Premier customers to cool off, enjoy a drink, meet and listen to tennis legends and their path to success, exclusive ambition sessions (powerful talks featuring Isa Guha, Ugo Monye, Leon Smith, Tim Henman and Laura Robson), and see the iconic trophies up close.
🎟️ The HSBC Suite: A premium experience for 40 VVIPs daily, with player appearances (including Emma Raducanu, Jamie Murray, Holger Rune, and more), 3 course lunch, exclusive chats with Tim Henman and even a meet and greet with men’s champion, Carlos Alcaraz (!!).
📍 Trafalgar Square pop-up: We launched the partnership with an iconic tennis court moment in the heart of London.
All this, delivered by an incredible team who brought creativity, collaboration, and passion every single day.
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adidas at UEFA Women’s Euro 2025

The Three Stripe Social Club, at the heart of Basel & Zurich is designed to celebrate football, fashion, and community and boost visibility and engagement of adidas around the Women’s Euros.
For the month of July, fans can enjoy body art studios with nail designs inspired by adidas kits and tooth gems reflecting the Konektis match ball. Real tattoos celebrate local heritage and the tournament’s energy, while a photobooth lets fans go head-to-head with their football heroes, echoing the campaign’s playful spirit. A custom Sparkfusion Air Hockey table features F50-inspired pucks, and jersey customisation stations offer patches designed by the team here at Havas Play. Limited-edition popsicles and vegan gelato, both inspired by adidas boots and athletes, add a refreshing touch. Live DJs, match screenings, and music performances complete the festival atmosphere, putting women’s sport at the cultural forefront.
With one of five events complete, theThree Stripe Social Club is already making an impact.

World Rugby - Women’s Rugby World Cup 2025

World Rugby’s ambition is to make Women’s Rugby World Cup England 2025 the biggest tournament to date, with aggressive targets across ticketing, broadcast and participation. To deliver on this World Rugby needed a brand campaign to drive hype around the tournament and deliver on their ambition.
We created a platform, anthem film, visual identity and 360 campaign to drive hype and momentum.
🌹 The creative platform - ‘This Energy Never Stops ‘ - celebrates the the relentless energy from players and fans alike.
🎬 Our anthem film ‘Another Day Closer’ brings this to life through the journeys of the players and featured Manaé Felau, Ellie Kildunne, Renee Holmes and Babalwa Latsha.
🏉 This was supported by a visual identity with powerful and high energy player and fan imagery at its heart.
The Impact?
Within hours of our campaign launching pre-sale for the Opener and Final over 55,000 tickets were sold and pre-sale allocation for the Final sold out.