Our Voices

ENHANCING THE FAN EXPERIENCE

Senior Writer and Editor
Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.
Yann Baffalio, Head of Havas Sports Switzerland, tells Dare! about the new entity focused on sports and esport, which will draw from the massive pool of opportunity in the Swiss market.

Through Havas Sports, Havas Switzerland reinforces its sports and entertainment offer to develop Fan Relationship Management (FRM) strategy and generate innovative ways to meaningfully connect with fans.

Here, Yann tells us why Havas Village Geneva is the ideal base for Havas Sports and how he envisions the future for fans. 

Why was there a demand for Havas Sports in Havas Switzerland?

There were many factors that played into this. Switzerland is the global base for many international sports’ federations. About 75% are based in Switzerland, most of them in the Lake Léman area. The country is also the headquarters of many major brands investing in sports and entertainment, with a $720M investment in 2020 (Havas Sports & Entertainment Data Centre). 

This is why Nathalie Diethelm, CEO of Havas Switzerland, and Stéphane Guerry, President of Havas Sports & Entertainment Paris, thought it was pertinent to reinforce our presence in Switzerland, close to major rights holders. For instance, I’ve been working since 2019 with an international team of experts within our Havas network, acting as the Data and CRM strategy consultancy for a major international sport association. This transformational user-centric programme drives the definition and the implementation of a personalised digital experience for fans.

The entity will focus on Fan Relationship Management (FRM), what does this mean? 

Havas Sports’ mission is to support rights holders in on-boarding innovation, building a meaningful fan experience and growing marketing revenues. The “Fan Relationship Management” (FRM) approach is a strategic growth lever for the sports industry. 

Through this offer, Havas delivers an improved fan experience, optimises communication investments and maximises sales performance. Havas Sports will bring FRM to the next level, to provide value to an under-exploited asset: fan data.

“The major challenge for sports’ organisations and their sponsors is adapting to the revolution of fan usage and truly integrating media and communication strategies.”

Havas Sports will partner with innovative start-ups, can you tell us about some of these?

Havas Sports & Entertainment has built partnerships with start-ups in the sport tech field. I will continue to lead our relationship with them.

Havas Sports will propose performance-based offers such as fanprime.io, a direct-to-fan loyalty solution customised for rights holders: this innovative data platform rewards fans for their attention and their engagement, including on social media.

“The future of sports, in my eyes, will be about creating meaningful and authentic experiences for fans.”

How do you envision the future of sports? How will the world look ten years from now?

The major challenge for sports’ organisations and their sponsors is adapting to the revolution of fan usage and truly integrating media and communication strategies. As Havas Group’s recent Prosumer report ‘Sports Forward’ relayed, fans want to connect with sports and players in deeper ways and connect themselves with brands that are taking meaningful action to make sports more inclusive and accessible, as well as tackle larger issues impacting society and our planet. The future of sports, in my eyes, will be about creating meaningful and authentic experiences for fans.

How will this new entity use the power of Vivendi?

Vivendi opens us up to so much potential, with premium content from Universal Music, Canal+, Gameloft, Editis and Prisma. Collaboration will be key to our success because it strengthens our clients’ ability to connect with fans in innovative new ways. 

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