WePlay
WePlay is a London-headquartered global sports marketing agency founded in 2012, delivering integrated creative, media, strategy, and data-driven performance marketing services to sports rights holders and brands including PSG, UFC, IRONMAN, and Emirates, operating within the rEvolution network.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What WePlay does
WePlay is a London-headquartered, global sports marketing agency founded in 2012 and operating as the digital performance group within the rEvolution network. It serves enterprise sports rights holders and global brands, delivering integrated marketing services across four modules: Creative Services (brand concepts, visual systems, content production, UX/UI), Media Services (paid social, search, programmatic, OOH, influencer campaigns), Strategy Services (brand and partnership strategy, audience insight), and Data and Technology Services (performance measurement, attribution, conversion optimization).
The agency's technology layer is anchored by the proprietary PlayCORE data and analytics platform, with two companion modules, The Bench (performance measurement) and PowerRankings (audience and campaign analytics). These tools support real-time attribution, conversion optimization, and personalized dynamic landing pages tuned to local fan culture. In 2026, WePlay launched TicketDrive, a commission-only, risk-free product for sports clubs to monetize unsold ticket inventory. The technology stack is currently built on conventional martech integrations (Google Analytics, Google AdWords, Facebook) rather than disclosed in-house AI/ML systems.
WePlay's revenue model combines professional services revenue (retainer, project, and performance-based agency fees for enterprise sports clients such as PSG, UFC, IRONMAN, Emirates, NBA, FIFA, LaLiga, Bitget, and adidas) with transaction-fee revenue from TicketDrive. Long-tenure relationships (PSG since 2019, IRONMAN 9+ years, UFC 5+ years) anchor retention. The company markets primarily via thought leadership, case studies, industry awards, and event presence rather than paid acquisition. WePlay holds offices in London (global HQ), Dubai (MENA regional HQ), Chicago (parent rEvolution HQ), and Kaunas, and reports having helped drive over $400 million in client revenue over the past five years.
WePlay firmographics
Firmographics- Name
- WePlay
- Legal name
- WePlay
- Website
- https://weplay.co
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WePlay is a London-headquartered global sports marketing agency founded in 2012, delivering integrated creative, media, strategy, and data-driven performance marketing services to sports rights holders and brands including PSG, UFC, IRONMAN, and Emirates, operating within the rEvolution network.
- Ownership category
- akta.pro rank
WePlay industry classification
Industry- Product category
- Sports Marketing Services
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Sports Branded Content (Team/League/Brand Integrations) (MPADAEAI)
Keywords
Where WePlay is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
WePlay business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Sports Marketing Agency Services: WePlay generates revenue through agency fees for strategic marketing services including creative development, media planning and buying, performance marketing, social media management, and content production for sports brands and rights holders. Services are delivered through project-based, retainer, or performance-based arrangements.
- TicketDrive Revenue Share: WePlay's TicketDrive product sells unsold ticket inventory on a commission-only basis, earning a revenue share on tickets sold. The model removes financial risk from clubs while WePlay retains a percentage of incremental ticket sales generated.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
WePlay product offering
Product offeringCore offering
WePlay is a global sports marketing agency that delivers integrated marketing services to sports brands, rights holders, leagues, and clubs across strategy, creative, media, and data disciplines. The agency pairs campaign creative, media planning and buying, social media management, and partnership activations with proprietary analytics technology to produce measurable commercial outcomes such as ticket sales, subscriber growth, and sponsorship ROI.
Product overview
WePlay is a global sports marketing agency offering an integrated platform combining creativity, culture, and performance marketing services. The core offering includes four service modules: Creative Services (brand concepts, visual systems, content production, storytelling), Media Services (paid social, search, programmatic, OOH, influencer campaigns), Strategy Services (brand strategy, partnership strategy, audience insight), and Data and Technology Services (performance analytics, attribution, conversion optimization via proprietary tools). Key proprietary products include PlayCore (data and analytics platform), The Bench, PowerRankings, and TicketDrive (a commission-based ticket sales solution for sports clubs). The agency serves leading sports brands globally including PSG, UFC, Emirates, and operates as part of the rEvolution family.
Differentiator
Problem solved
Functional benefit
Brands
- TicketDrive: A fully funded, risk-free revenue-share marketing partnership designed to drive incremental ticket sales and grow matchday revenues for sports clubs and leagues.
Products and services
- TicketDrive A fully funded, risk-free revenue-share marketing product that sells unsold ticket inventory for sports clubs and leagues on a commission-only basis with no upfront costs, designed to grow matchday revenues and acquire new audiences.
- Creative Services A full creative studio offering brand and campaign concepts, brand identity and visual systems, social content and advertising creative, video and photography production, live event content and real-time storytelling, and UX/UI and digital experience design for sports brands and rights holders.
- Media Services
- Strategy Services
- Data and Technology Services Performance measurement and reporting, audience and campaign analytics, attribution insight and learning, and conversion rate optimisation delivered through WePlay's proprietary analytics tools for sports marketing clients.
Quantifiable outcome
- Over $400M in client revenue generated in the past 5 years
- +3 more outcomes
Companies that use WePlay
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
WePlay technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature4 records
WePlay partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major, csr, strategic, core and minor.
- Hurricane Group (FISE)majorrEvolution and WePlay appointed Agency of Record for FISE Birmingham 2026, the U.S. return of the world's largest action sports festival. WePlay handles digital ticketing, performance marketing, and sponsorship sales for the event.
- Major League CricketmajorrEvolution and WePlay appointed Agency of Record for Major League Cricket, the premier professional T20 cricket league in the United States. Partnership includes strategic communications, media relations, digital strategy, ticket sales, and fan acquisition ahead of cricket's return to LA28 Olympics.
- Türk Eğitim DerneğicsrWePlay partnered with Türk Eğitim Derneği to support 204 children affected by an earthquake, providing hope and assistance to impacted children in Turkey.
- Iron DamesstrategicWePlay appointed by Iron Dames to provide social media strategy, creative execution, and at-event social content production for the groundbreaking project promoting women in motorsport and equestrian sports.
- European Club Association (ECA)strategicWePlay appointed to support ECA in delivering its digital strategy, developing and delivering social media strategy for the organization representing 246 professional football clubs within UEFA competitions.
- rEvolutioncoreWePlay is a proud member of the rEvolution family, a global independent sports marketing agency. WePlay serves as rEvolution's digital performance group, combining award-winning creative and digital expertise with global scale, data intelligence, and strategic depth.
- Abu Dhabi Sports CouncilcorePartnership with Abu Dhabi Sports Council and RCS Sports to shape marketing and communications strategy for the UAE Tour, the Middle East's flagship professional cycling race and only UCI World Tour event in the region.
- RCS SportscorePartnership with RCS Sports to manage UAE Tour marketing, branding, and digital storytelling. WePlay leads marketing strategy, creative development, and social media management.
- IRONMAN Groupcore9+ year partnership with IRONMAN Group for paid advertising supporting ticket sales of mass participation events across international markets. WePlay executes data-led, multi-platform campaigns for over 30 events globally.
- Aspire AcademyminorWePlay works with Aspire Academy in Qatar, helping strive towards their goal of becoming the world's leading sports academy in youth athlete development.
Scale indicators18 records
Recent moves7 records
Expansion highlights6 records
WePlay competitors and assessment
Company assessmentDirect peers
- Two Circles: Data-driven sports marketing agency working with rights holders like the NFL, Premier League, UFC, and Premier League clubs on fan engagement, sponsorship, and data monetisation. Direct competitor for the same sports-brand and rights-holder client pool WePlay targets.
- rEvolution: WePlay's parent company and a global independent sports marketing agency; as WePlay functions as rEvolution's digital performance group, the parent's full-service positioning across media rights, partnerships, and creative makes it the closest structural peer for benchmarking scale and client overlap.
- Livewire Sport: Sports marketing and partnerships agency with clients including Formula 1, SailGP and global brands; competes for the same sponsorship activation and partnership-marketing briefs at the intersection of sport and brand.
- Sportfive: Global sports marketing agency focused on rights-holder commercialisation - sponsorship sales, digital, hospitality and brand activation for federations, clubs and leagues - directly comparable to WePlay's rights-holder service offering.
- Seven League: Independent sports digital agency working with clubs, leagues, and governing bodies (including Premier League clubs, RFU, ICC) on social, content and fan engagement strategies; very similar niche to WePlay's D2C and social offering.
- Mailman Group: Digital-first sports marketing agency serving clients such as Manchester City, Heineken, and adidas with performance, content and community services; competes head-to-head for European football and global brand engagement briefs.
- Octagon: One of the largest global sports marketing agencies, owned by IPG, offering sponsorship, athlete & brand marketing, content, and experiential services. Directly comparable to WePlay on breadth of sports rights-holder and brand client work (e.g., FIFA, UEFA, IOC partners).
- Carbon Sports & Entertainment: Sports creative and marketing agency that has produced work for the NFL, WWE, UFC and global brands; comparable on creative-led sports branded content and brand activation services.
Broad incumbents
- Wasserman: Large, established sports marketing and talent representation firm offering athlete management, brand consulting, and properties; broader portfolio than WePlay but overlapping on sports brand consulting and digital activation work for rights holders.
- IMG / Endeavor: Global sports and entertainment powerhouse (owned by Endeavor) handling licensing, events, media rights, and brand marketing; operates at much larger scale but competes for the same multinational sports brand and rights-holder marketing mandates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
WePlay social profiles
Digital presenceWePlay financial estimates
Financial estimateRevenue estimate
Valuation estimate
WePlay leadership team
Management profileNumber of profiles
Profiles6 records
WePlay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WePlay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WePlay
What does WePlay do?
WePlay is a global sports marketing agency that delivers integrated marketing services to sports brands, rights holders, leagues, and clubs across strategy, creative, media, and data disciplines. The agency pairs campaign creative, media planning and buying, social media management, and partnership activations with proprietary analytics technology to produce measurable commercial outcomes such as ticket sales, subscriber growth, and sponsorship ROI.
Is WePlay a public or private company?
WePlay is a private company. It is classified as corporate owned and is currently operating.
When was WePlay founded?
WePlay was founded in 2012. It employs 11 to 50 people.
Where is WePlay based?
WePlay is headquartered in London, United Kingdom, in the Europe region.
How does WePlay make money?
Two revenue lines are on record. Sports Marketing Agency Services are the primary driver. The others are ticketDrive Revenue Share.
Who are WePlay's main competitors?
Direct peers on record are Two Circles, rEvolution, Livewire Sport, Sportfive, Seven League, Mailman Group, Octagon and Carbon Sports & Entertainment. Broad incumbents are Wasserman and IMG / Endeavor.
Does WePlay have an API?
No public API is recorded for WePlay.
What industry is WePlay in?
WePlay's product category is Sports Marketing Services. Its primary akta.pro industry code is MPADAEAI, Sports Branded Content (Team/League/Brand Integrations). Its NAICS code is 7114 and its SIC code is 7310.