Havas Sports & Entertainment has today announced Niamh Conroy will take on the newly created role of head of partnerships and content as the business gears up for further expansion.

Conroy has spent the past five years at Havas, starting with Havas Media before leveraging her expertise in media strategy, buying and planning, to take a senior role in supporting the growth of Havas Sports & Entertainment following its launch in Australia in 2017.

In her role, Conroy has led sponsorship negotiations and executions, activated high-profile entertainment partnerships across the big screen and developed collaborations with a number of key sports and entertainment figures, supported by high quality content production and event activations.

Conroy’s new remit will see her actively pursuing further opportunities to connect brands with sport and entertainment properties, backed by a wealth of data and insights.

She will also continue to play a leading role for clients including Gillette, IAG and LG, who all continue to seek ways to grow their brands and build brand advocacy through engaging partnerships.

Conroy commented on her appointment: “Since our launch, Havas Sports & Entertainment has gone from strength to strength with new clients and new challenges throwing exciting opportunities our way and the chance to genuinely create something different for brands to connect with their audiences.

“I’m excited by the chance to propel the business forward in the coming months.”

Havas Sports & Entertainment general manager, Francis Coady said: “Niamh has been an instrumental force in accelerating our growth since our launch in Australia with her strategic and creative mindset and tenacious attitude.

“With her commitment to driving the very best outcomes for clients, there is huge potential in what we can achieve.”