US-based Ignition joins the Havas Sports & Entertainment network which spans 34 offices in 20 markets. It includes agency Cake Group, which Havas Media bought in 2008 for £12 million.
Ignition has activated sponsorship of the Olympic torch relay for over a decade and will manage Coca-Cola's sponsorship of the the 8,000 mile route for this year's London 2012 Olympics. It has also activated Coca-Cola's sponsorship of the FIFA World Cup trophy tour for the last 14 years.
Lucien Boyer, global president and chief executive of Havas Sports & Entertainment, said Ignition would add value to the network at "a very interesting time for brands in sports and entertainment".
He said: "Ignition's 15 year history of activating the Olympic torch relay, including for London 2012, and 14 years activating the trophy tour in relation to the FIFA World Cup for The Coca-Cola Company will also build on our involvement with these key clients and sports organisations."
President of Ignition, Mike Hersom, will continue to manage the company and will report to Boyer. He said: "Today the Ignition brand goes truly global. With Havas Sports & Entertainment's infrastructure, insight and reach, coupled with our 15-year track record of leading complex international consumer campaigns, we are now poised to take our magic to scale for sustainable growth."
Ignition is based in Atlanta and New York and has offices in London and Moscow. It counts American Express, BP, ESPN and Kia among its long-standing clients.
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