About WePlay

The story behind the agency


Welcome To The Revolution


WePlay was founded as the first performance-based sports marketing agency for the digital age. Our approach is entirely focused on delivering outcomes over outputs. 

We know that in digital, as in sport, winning is everything. When it comes to winning, we like to keep it simple – it’s all about growth. We work with some of the world’s largest and best-known sports organisations, brands, rights holders, and broadcasters, to deliver tangible and measured growth. Over the last four years, our ROI-focused approach has generated over £200m in new revenues for our client partners.

Our specialised service provision blends strategy, content, creative & media. It is an offering that has been designed with one mission in mind – to harness the power of digital to deliver sustainable and scalable commercial growth for the sports sector. 

This is no longer a game of width. This is a game of depth. And to succeed in this incredibly fast-paced and constantly evolving market, you need a marketing partner that not only specialises in sports and digital; but one that consistently delivers performance. Welcome to the performance-driven revolution.

From Bath-Tub To Boardroom

Our Story


  • 2012

    WePlay is born

    Founded by Luca Massaro (formally of Chelsea Football Club), as a specialist sports social media agency, Luca sets up shop out of a start-up co-working space called, The Bathtub. Right out of the gate, WePlay attracts a client base of clubs, leagues, brands, and start-ups.

  • 2016

    The Era of Performance

    The market moves towards direct-to-consumer (D2C) and the social platforms become pay-to-play environments. WePlay is an early mover and rebrands to focus on delivering performance and ROI.

  • 2018

    Double Agency of the Year

    WePlay is the first agency to win the Football Agency of the Year title back to back, in both 2017 and 2018 for results delivered with FC Barcelona, Red Bull, Melbourne FC, Chelsea FC, Paris Saint-Germain FC & Yokohama Tyres.

  • 2019

    New Territories & Partnerships

    WePlay wins global contracts with FIFA, LaLiga and UFC and expands internationally. WePlay also lands industry-first sports partnerships with Facebook, Google and Microsoft.

  • 2020

    Delivering success amidst the adversity

    Despite the challenges brought to the industry by COVID, WePlay achieves another record-growth year. With a world-class client roster and unrivalled commercial performance, WePlay has established itself as the leading performance marketing agency in sports.

Talent. Passion. Dedication. The Traits of a World-Class Team.

Meet The Players


Why work when you can play?

Our Culture


Want To Become A Player?


Head over to our careers page and see what available roles we have to join our team.