Cake | Sport & Entertainment Agency

The HKX Building
3 Pancras Square

+44 (0) 20 3793 3800

Tracey Barber
Global CMO


Cake is Havas' sport, culture and entertainment agency. We help brands entertain people, on the basis that no-one likes being sold at. We either work with brands through sport, music, film, fashion or gaming, or we earn their attention through content. 

We've got four key pillars to our business: activation (experiential, PR, social and influencer), partnerships (identification & creation, talent and properties), creative and content (AV, print, long-form and reactive) and strategy and insight (analytics, effectiveness and vision).

Some of our work


Paddington 2

Alongside our HKX partners, we launched StudioCanal's biggest film of 2017 - including events on-board an iconic Belmond British Pullman at Paddington Station, where HRH, the Duchess of Cambridge danced with our bear, and pop-ups across London in partnership with the Mayor’s #LondonIsOpen campaign. It culminated with a glittering red carpet World Premiere at Leicester Square, and an afterparty in the Shard.


Sponsorship & activation

We've been EE's lead sponsorship & activation agency since its inception in 2012. Having negotiated a groundbreaking naming rights deal with Wembley Stadium, we now showcase the power of the EE network at the highest-profile sport & entertainment events at the venue - as well as establishing the popular Wembley Cup. We also activate EE's BAFTA and Glastonbury partnerships through innovative brand experiences.

Molson Coors

Brand love

We have worked with Carling and the Molson Coors portfolio of brands for over 15 years, helping them create brand love at football grounds and festivals up and down the country. In 2016, we took Carling back into football with a top-tier Premier League deal which we activate through TV, experiential, PR and social. We now work with an increasing number of brands including Rekorderlig, Coors Light and Doom Bar.



To demonstrate the influence the NBA has on popular culture, Cake produced 'NBA Crossover' - a cultural journey split across four ‘quarters’ exploring Music, Art, Style and Entertainment. Our team led creative design, event production and delivery for three events in Milan, London and Paris. 

Some of our Clients

Barclays BBC Beats Brancott Estate Campo Viejo Carling Chelsea FC Coca Cola Coors Light e45 EA EE Emirates Gallagher Gaviscon Hyundai LG Liverpool FC Maui Jim Optrex Ovo Energy PayPal Popsockets Premier League Rekorderlig Sharp's Brewery Sony Sport England Studio Canal Vivendi Wanda Group

Services and People


Strategy & Insight (Analytics, effectiveness and vision)
Partnerships (Identification and creation, talent & properties)
Activation (Experiential, PR, social, influencer)
Creative & Content (AV, print, long form and reactive)


Rosie Holden
Managing Director

Shirin Majid
Executive Creative Director

Where to find us

Find us at HKX,
we'll be at:


Contact & Careers

Contact Us

Tracey Barber
Global CMO


Graham Symon
Director of Talent Acquisition