The partnership falls at a time when more than one million 16 to 24-year-olds in the UK are not in education, employment or training, while pathways into creative industries are becoming increasingly competitive as employment for those under 25 in creative and agency sectors has fallen by almost a fifth over the past year, according to the IPA Census 2025.
Designed to bridge the gap between education and employment, Loughborough’s Talent+ programme in London helps participating students build practical skills, industry understanding and professional connections. The partnership with Havas Play UK will see them gain direct exposure to the world of sports marketing through live commercial briefs, networking events, guest lectures and industry-led projects.
Students will gain experience working with some of the world's leading brands and rights holders, accessing practical insights into the realities of modern sports marketing via Havas Play UK. The agency's client portfolio includes adidas, EE, HSBC, Motorway, Jet2, alongside rights holders including the FA, UEFA, World Rugby and URC.
The partnership further supports a highly diverse student community representing 53 countries and will also connect with Loughborough's Inspiring Success scholarship programme. Since opening in 2015, Inspiring Success gives prospective students from East London the opportunity to study on a full scholarship. The scholarship has attracted over 50 local students, 88% Global Majority (BAME) and 48% women.
Loughborough has ranked first globally for sports-related subjects in the QS World University Rankings for ten consecutive years (2017–2026) and second in the UK for Art & Design (Complete University Guide 2027). Its graduates have joined organisations including TikTok, Google, McLaren Automotive, Bank of England, EY and the NFL, with one recently closing a $29m raise for their company, Aleph.
Professor Aidan McGarry, Dean of Loughborough University London, said:
Helping students turn talent into careers is central to the Loughborough London experience. Through Talent+ and Future Space, they gain real-world experience, industry connections and direct access to employers. We're delighted to welcome Havas Play as a partner and to create new opportunities for the next generation of sports marketing talent.
Nick Wright, CEO of Havas Play UK, said:
Talent is everywhere, but opportunity isn't. Too many young people are excluded from our industry simply because they haven't had access to the right experience or connections. This partnership is about changing that, giving students meaningful exposure to sports marketing and helping them build the confidence, skills and networks needed to succeed.
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About Talent+
Talent+ is Loughborough University London's employer engagement programme, connecting students with leading organisations through guest lectures, mentoring, live projects, networking events and recruitment opportunities. The programme gives students direct access to employers, helping them build the experience, skills and industry connections needed to transition successfully into employment.
About Loughborough University London
Located on Queen Elizabeth Olympic Park, Loughborough University London brings together postgraduate teaching, world-leading research and industry collaboration. Since opening in 2015, the campus has graduated almost 6,000 students, secured more than £20 million in research funding and built partnerships with more than 220 organisations. Graduates have gone on to work for organisations including TikTok, Google, McLaren Automotive, EY, the NFL and the Bank of England.
Havas Play. Building brands in culture
At Havas Play, we live in the space between traditional advertising and media, creating work that’s connected through culture and powered by partnerships. We believe in the power of the remarkable to deliver distinction and measurable impact for our clients - some of the most recognised brands in culture, including adidas, Asahi, BBC, EE, Footlocker, HSBC, Jet2, JBL, Renault, and World Rugby.
Our specialisms include: Partnerships – rights holders, brand-to-brand, talent, influencer, and creator collaborations; Social – strategy, production, and community management; Experiential - activations and stunts, programmed experiences, live and hybrid events; and Content – brand films and production.
Havas Play has been recognised five times in six years as one of Campaign’s Best Places to Work, as Sport Business Agency of the Year, and as Campaign Brand Experience Agency of the Year 2025 (Bronze). We operate globally with 19 offices world-wide.