Augustin Penicaud is Vice President at Havas Play in Paris, a leading agency in sport and entertainment marketing, where he began his career over 20 years ago. A strategist and team leader, he helps top brands craft impactful partnerships and creative activations that resonate with audiences and drive business growth.

Recognized as a leading expert in Olympic marketing, Augustin has advised multiple global clients on their strategy and activations across the Olympic ecosystem. His deep understanding of brand storytelling, audience engagement and the unique power of sport makes him a key voice in the evolving landscape of global sponsorship.

Passionate, collaborative, and always focused on what’s next, he believes the most powerful brand experiences are those that are both meaningful and unexpected.