Havas Play has entered a strategic partnership in India with SG Sports, Media and Entertainment (SGSE), an arm of the APL Apollo Group. 

With an aim to launch a sports and entertainment IP, the vertical will be helmed by Mahesh Bhupathi, chief executive officer, SGSE. It intends to elevate the Indian sports and entertainment landscape by creating world-class properties and unforgettable experiences. 

Furthermore, with this collaboration, Havas Play aims to harness and enhance fandom experiences and will assist SGSE in executing premium entertainment and sports IPs spanning football, squash, hockey, chess, table tennis and tennis.
 
R Venkatasubramanian, chief operating officer, Havas Play, said, “Embarking on this strategic journey with SGSE, a visionary in the sports and entertainment realm, is a testament to Havas Play's commitment to elevating meaningful experiences and fostering innovation in the country’s cultural landscape. With Mahesh Bhupathi's leadership and our shared vision, we're poised to create immersive fan engagements through premium IPs, reshaping India's sports and entertainment ecosystem for generations to come."

Bhupathi said, “We have always had a clear vision of building a comprehensive and sustainable sports and entertainment story and believe it is the right time to do this at scale in India. We look forward to working closely with Havas Play and tapping into their extensive network to make this happen.”