Advertising giant Havas acquired a majority stake in Archrival, a U.S.-based youth-culture and experiential activation agency, aiming to augment the capabilities of its Havas Play branded content and experiential marketing unit.

The company said the Archrival acquisition expands Havas Play’s offering across sports marketing, live experiences, branded partnerships, creator engagement and experiential activation.

Archrival’s clients include Disney, Netflix, Spotify, YouTube, Google, EA, Adidas and Amazon. Founded in 1997, Archrival has established a reputation for campaigns that connect brands with younger audiences through sports, collegiate activations, ambassador networks and immersive experiences. Archrival has offices in Lincoln, Nebraska, and Portland, Oregon.

“North America represents a significant opportunity for brands as sports, entertainment, creators and fandom increasingly shape how audiences discover, engage, and build loyalty,” said Greg James, CEO of Havas Media Network North America. “Clients are looking for partners that can help them navigate this changing landscape and connect more authentically with consumers. Archrival expands our ability to scale those solutions and deliver them in a way that is connected, differentiated, and built for where the market is heading.”

Clint Runge, CEO and founder of Archrival commented, “Like us, Havas understands what it takes for challenger brands to break through and isn’t afraid to go against the grain to do it, making this next chapter together a natural fit.”

Archrival brings a unique combination of youth-culture expertise, experiential activation and community engagement to the table, said Andrea Isaac, managing partner, Havas Play North America. “Together, we can deliver more connected ideas, stronger outcomes, and the kind of work that helps brands grow while earning a lasting place in culture,” she said.

Pictured above (l. to r.): Eileen Flynn, chief strategy officer, Archrival; Andrea Isaac, managing partner, Havas Play North America; Greg James, CEO, Havas Media Network North America; Ben Harms, chief growth officer, Archrival; Clint Runge, CEO and founder, Archrival