The new agency will be based in Moscow and will offer research, social media, experiential and branded content opportunities to sponsors looking for consulting partners. The move comes after the firm worked with ten of the Olympic sponsors of London 2012.

Havas Sports and Entertainment Russia will replace a local internal team that combined the MPG and Arena Magic Box agencies and was led by Maria Gavrilova. She will now be managing director of the new agency. Founding clients include LVMH, Heineken, Reckitt Benckiser, Hyundai-Kia, MTS and Lexus.

Gavrilova said: “The opening of Havas Sports & Entertainment Russia comes at a very strategic time, as Russia continues to attract an increasing number of international events. Crucially we have the local insight and can benefit from the support of the global Havas Sports & Entertainment network to help both local and international brands develop meaningful and long-term relationships with Russian consumers.”

The overall Russian operation will continue to be headed by Dmitry Konstantinov, president of Havas Russia.