WePlay

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.

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

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

• Sports marketing services
• Performance marketing
• Creative campaign services
• Brand strategy consulting
• Media planning buying

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. 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.
2. 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

Core 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

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered major, csr, strategic, core and minor.

• Hurricane Group (FISE)majorStrategic or Co-development Partner · 9 June 2026rEvolution 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 CricketmajorStrategic or Co-development Partner · 23 April 2026rEvolution 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 DerneğicsrOthers · 24 March 2026WePlay partnered with Türk Eğitim Derneği to support 204 children affected by an earthquake, providing hope and assistance to impacted children in Turkey.
• Iron DamesstrategicGTM or Marketing Partner · 25 February 2025WePlay 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)strategicStrategic or Co-development Partner · 4 September 2020WePlay 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.
• rEvolutioncoreOthersWePlay 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 CouncilcoreStrategic or Co-development PartnerPartnership 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 SportscoreStrategic or Co-development PartnerPartnership with RCS Sports to manage UAE Tour marketing, branding, and digital storytelling. WePlay leads marketing strategy, creative development, and social media management.
• IRONMAN GroupcoreStrategic or Co-development Partner9+ 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 AcademyminorGTM or Marketing PartnerWePlay 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

Direct 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

• LinkedInlinkedin.com/company/weplayco
• TikToktiktok.com/@weplayco
• Xx.com/weplayco
• Facebookfacebook.com/weplayco

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WePlay