Havas announced today that it has acquired a majority stake in Archrival, a U.S.-based youth culture and experiential agency.   

The agency will be aligned with the holding company’s own specialist in the field, Havas Play in North America.    

Archrival creates programs that connect brands with younger audiences through sports, collegiate activations, ambassador networks, and immersive experiences. Clients include adidas, Spotify, Netflix, EA, YouTube, Disney, and Amazon.   

Havas Play and Archrival will offer clients an expanded suite of capabilities spanning sports marketing, creator engagement, experiential activation, branded partnerships, ambassador programs, gaming, and community-led brand building.  

Havas NA CEO Craig James said the deal will help clients exploit opportunities “as sports, entertainment, creators and fandom increasingly shape how audiences” build loyalty.  

Archrival’s CEO Clint Runge co-founded the agency in 1997 and will continue in his position as part of Havas Play, working with Andrea Isaac, managing partner, Havas Play North America. 

Financial terms weren't disclosed.

Pictured above (l to r): Eileen Flynn, chief strategy officer, Archrival; Isaac, James, Ben Harms, chief growth officer, Archrival and Runge.