Havas S&E South Africa Becomes Official Sportainment Agency for 2014 ICC World Twenty20

Havas Sports & Entertainment South Africa has been appointed as the official ‘Sportainment’ agency to manage the commercial partner and match day presentation requirements of the 2014 ICC World Twenty20 tournament, to take place in Bangladesh in March this year. 

The agency competed against several other international companies as well as local suppliers for the appointment. 

“The ICC has consistently recognised the rising significance placed on the effective integration of various content streams combined with the need to create new ideas that resonate with audiences globally,” says MD of Havas Sports & Entertainment South Africa, Andrew Ross. 

Dubbed ‘Sportainment’, the combination of sports and entertainment features the seamless integration of a variety of content streams as the result of careful planning, coordination and expertise. These include key match information, public communications, sponsor rights deliverables, announcements, entertainment and commercial partner activation opportunities; which all blend into a layered environment surrounding the core game itself.

“On a global scale there are few companies that have experience with this type of integration, whilst our teams have successfully delivered these services into global tournaments such as the Cricket World Cup, ICC Champions Trophy, the Indian Premier League and the CLT20 Champions League and in past years to Cricket South Africa,” said HS&E South Africa Managing Director Andrew Ross. “Havas Sports & Entertainment’s appointment is evidence of the value we have been able to add to other tournaments in the past.” 

He explains that it is important to create an environment where cricket lovers can have fun while watching the game, thereby enhancing the match day experience for in-venue spectators as well as television viewers. 

“We are truly excited about this appointment, and are determined to further advance the concept of ‘Sportainment’ globally in cricket, and in other major sporting events,” concludes Ross.