CE DESK 
Havas acquires Bearded Kitten, India’s leading sports and entertainment marketing agency, integrating it under Havas Play to boost global sports marketing capabilities.
Havas has acquired Bearded Kitten, India’s leading independent sports and entertainment marketing agency, integrating it into its global Havas Play network. The move, announced in late 2025, strengthens Havas’ sports marketing capabilities in the world’s fastest-growing sports market, positioning Havas Play as a comprehensive player-led sports and entertainment powerhouse [web:previous agency trends].
Bearded Kitten, founded in 2018, specializes in athlete management, brand partnerships, content creation, and experiential activations. Known for working with top Indian cricketers, footballers, and emerging sports stars, the agency has driven innovative campaigns blending digital storytelling with live events. This acquisition brings Havas access to Bearded Kitten’s deep industry relationships and youth-centric expertise.
Havas Play, Havas’ global sports and entertainment division, gains significant scale in India through this strategic buyout. The integration enables end-to-end solutions—from talent representation and rights acquisition to activation strategies and performance analytics—serving global brands targeting India’s passionate sports fans.
Leadership from both entities emphasized synergies in creator economy and sports tech. Bearded Kitten will continue operations under Havas Play branding while retaining creative autonomy, accelerating expansion amid IPL, ISL, and Olympic-driven sports marketing boom.
