Havas Play UK has partnered with Loughborough University London’s Talent+ programme in a bid to help create more equitable pathways into sports marketing and tackle the so-called Neets crisis.
By connecting students with industry experience, networks and real-world opportunities, the partnership aims to support the next generation of talent entering the industry to secure their first role.
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 (Neets), 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 and Footlocker, 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. Since its establishment, the scholarship has attracted over 50 local students, 88% global joarity (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.
The Dean of Loughborough University London, Professor Aidan McGarry, 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.”
Havas Play UK chief executive Nick Wright added: “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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