Havas Sports & Entertainment unveils fan-driven blockchain solution for sports market
Havas Sports & Entertainment, an arm of the international advertising agency, has teamed up with H20 FinTech, the blockchain-powered cloud computing platform, to launch a new blockchain solution for rights-holders and sponsors in sports.
The joint ‘Fan Relationship Management’ solution, which was unveiled today, is a value-added service which the two parties said will aim to “build, activate and directly monetise fan membership programmes, thereby answering rights holders’ critical need to create a more direct connection to their fan base, develop fan engagement, and generate new marketing revenue streams, with fan data as a proprietary asset.”
The new solution consists of an integrated suite of products and services, to develop blockchain-powered membership programmes for rights-holders and brands with “significant social media fan bases in the global sports and entertainment industry.”
The service comes with a “disruptive business model” that opens a new era for more return on investment-driven marketing and sponsorship, the agency said.
Havas added that through social media engagement and digital action, such as games and quizzes, fans will be granted with rights-holders’ branded tokens based on a private blockchain through the creation of a digital e-wallet.
As part of the rights-holder membership programme, tokens can be converted into real consumer goods and exclusive contents and can also be swapped among fans.
Sponsors will also be able to participate in the programme and connect directly with users within the same digital platform.
Stéphane Guerry, president at Havas Sports & Entertainment, said: “Our solution enables the biggest right holders in the sports and entertainment industry to grow and diversify their marketing revenues while building a more direct relationship with their fans worldwide.”
David Lozano, chief executive of H2O FinTech, added: “We have developed a game changing fan engagement platform that leverages blockchain technology to offer trust, security, scalability and interoperability between right holders, brands and millions of fans. We believe that the combination of our tech with Havas Sports & Entertainment expertise, resources and network, will deliver an impactful solution across the sports and entertainment industry.”