weplay Enters Equestrian Space

Equestrian sports event organisation Global Champions has appointed WePlay as its growth marketing partner.

London-based marketing agency WePlay will be tasked with developing and executing a ‘new direct-to-consumer marketing strategy’ for the Longines Global Champions Tour and Global Champions League, commencing with the 2023 event season.

Global Champions hosts the most high profile show jumping events globally, showcasing the world’s top equestrian teams, riders, managers and owners.

It’s 2023 Longines Global Champions Tour, a tournament that brings together the top 30 riders in the FEI Jumping World Rankings, began last weekend in Doha, Qatar.

Global Champions claims its ambition over this decade is to ‘grow the sport of show jumping by engaging new audiences with this digital-first strategy, that will in-turn lead to commercial growth from direct-to-consumer, sponsorship and broadcast revenue streams.’

As part of the deal, WePlay will support Global Champions across audience development, event ticketing, hospitality, OTT via the GCTV platform and e-commerce.

WePlay will also work closely with Global Champions and its commercial partners, providing them with integrated sponsorship consultancy and activation services.

WePlay is already the growth marketing partner to a number of international sports rights holders, including UFC, LaLiga, ESPN, AC Milan, Paris Saint-Germain, Ironman and Utah Jazz.

Jorge Cunha, Global Champions Chief Brand Officer & Head of Marketing, said,“We are delighted to announce our partnership with WePlay in executing an ambitious digital-first, direct-to-consumer strategy.

“This partnership is a significant step towards our commitment to enhancing the fan experience, expanding our global reach, and growing the sport of show jumping. Together, we will leverage our strengths to drive innovation and achieve our shared goals.”

WePlay CEO and Founder Luca Massaro, commented,“We are excited to partner with Global Champions to execute their direct-to-strategy approach. Our large team is committed to working closely with Global Champions to deliver immersive and engaging experiences, enhance the fan experience, and grow the sport of show jumping through innovative digital solutions.

“We are confident that this partnership will create new opportunities for equestrian fans, and sponsors and deliver significant value to Global Champions worldwide.”