• by Joe Mandese  @mp_joemandese, July 27, 2022

Athletic footwear and apparel marketer Fila has signed a multiyear agreement with Havas Media Group's sports marketing unit to manage and develop rights with athletes and sports properties, as well as promotion of its brand in all countries it operates in.

Havas Sports & Entertainment Italia will handle the assignment, which includes current sports deals, new sports marketing initiatives, "targeted activations," and PR.

The agreement includes proprietary tools such as Havas' "Sponsorship Evaluation System," which measures the effectiveness of sports sponsorships.

“We want to put Sport Performance, which is part of Fila’s DNA, back at the center of our global strategy," Fila Head of Global Strategic Marketing Luca Bertolino said in a statement announcing the deal. "Our international investments range from tennis and ice sports to basketball and soccer, and include ambassadors of the caliber of Giovanni Soldini, Bjorn Borg, and Reinhold Messner, to name a few."