WePlay Lands Premier Sports Brief

Premier Sports has appointed WePlay to a new digital marketing brief focused on the broadcaster’s coverage of the new Guinness PRO14 Rugby season.

The Ireland-based subscription platform secured an exclusive, three-year rights deal to all 152 annual games in the championship earlier this year, adding to a rights portfolio that includes NHL and NASCAR Monster Energy Cup.

The appointment of WePlay follows a successful collaboration between the agency and rightsholder Guinness PRO14 Rugby, which contributed to a record attendance at the Grand Final game last season.

Commenting on the appointment, Shane Hogan, head of marketing at Premier Sports, said: “We’re delighted to be signing with WePlay before the start of a key season for Premier Sports.  We now have 152 live Guinness PRO14 games this season and we needed a great digital partner to help drive awareness and results.

“Already in a short space of time working with WePlay, we can see their ability to identify key insights and creative routes which will help deliver for rugby fans.”

Kenny Ager, client services director at WePlay, added: “We’re absolutely thrilled to be working with Premier Sports across their sports portfolio for the next season. We’ve invested significantly over the last few years into creating a unique value offering to the sports industry’s direct-to-consumer businesses, helping to grow their audiences and revenues through digital marketing.

“Our new partnership with Premier Sports also follows a major growth period for our agency in the TV broadcast and OTT video marketing sector.”

Sports marketing agency WePlay claims it has doubled in size, following a succession of recent client wins, including the Ryder Cup, PGA European Tour, EuroLeague Basketball, FIBA, Threshold Sports and Square Mile Sport.