Sports
Havas Play partners with Mahesh Bhupati-led SGSE to create premium sports and entertainment IPs
The Apollo Group owns SGSE.
Havas Play has entered into a partnership with SG Sports, Media and Entertainment (SGSE), an arm of the APL Apollo Group. SGSE, joined by tennis icon Mahesh Bhupathi as Chief Executive Officer, to create premium sports and entertainment IPs.
SGSE has teams representing it at some of India's biggest sporting events including the Global Chess League (Alpine SG Pipers), Ultimate Table Tennis League (Ahmedabad SG Pipers), Super League Kerala (Kochi Pipers), Indian Supercross Racing League (SG Speed Racers), and Madhya Pradesh League (Jabalpur Lions), for which the first season is expected to start in June 2024.
This partnership is an important step for Havas Play as it continues to leverage and enhance fandom experiences following several recent successful activations, including the Ganga Kinare Music Festival in Varanasi that focused on preserving the Ganga River for future generations, the Maritime 10k Challenge in Mumbai which aimed to encourage both individuals and businesses towards a cleaner and healthier marine ecosystem and, most recently, facilitate the strategic collaboration between IPL team Lucknow Super Giants and Valvoline as an official lubricant partner.
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