WePlay announces Growth Partner agency repositioning to power new era in sports and entertainment
Richard Baker
11th Apr 2022
WePlay is launching a new, ambitious, and timely six-point Growth Manifesto designed to build deeper relationships between brands and fans, and develop new commercial models focused on long-term sustainable growth.
To bring WePlay’s Growth Manifesto to life, the multi-award-winning performance marketing agency has updated its old commercial and operating model, repositioning itself as a Growth Partner willing to absorb a share of financial risk with its agency partners.
The Growth Manifesto focuses on developing the relationship between brands and fans through reimagined experiences; growing across adjacent industries and shared interests; growing through a new expanded service provision, providing fans with increased value; expanding globally, as well as locally to build a platform for all; growing together, embodying diversity, equality, and inclusion; growing sustainably, to develop a brighter future.
Luca Massaro, CEO and founder of WePlay, said:
“The traditional agency model is not fit for purpose anymore. Brands are now seeking a new breed of marketing partner.
“Our Growth Manifesto and new positioning as trusted business partners will help to grow and commercialise long-term relationships between brands and fans.
“The fact we are willing to share commercial risk, as well as the reward, simply proves that we want to build and maintain even stronger relationships with our partners. From now on we’ll be focused on one thing: long-term sustainable growth.”
Luca Massaro, CEO and founder of WePlay
The need for change was driven by the evolution of digital media and the rapid changes in society and culture caused by the Covid-19 pandemic. Changes in media and technology have built an ‘always-on’ entertainment marketplace, transforming consumer expectations and threatening a faded generation of business models. Brands and their partners must recognise these developments as new opportunities to achieve accelerated growth.
WePlay has developed a new strategic framework purposely built to allow brands to reach their growth ambitions. It focuses on eight key areas: live events; broadcast/streaming; sponsorship; participation; e-commerce; ad-based monetisation; subscriptions; digital consumables. This framework – the ‘Growth Engine’ – will unlock exponential revenue growth from a foundation of fan engagement.
Massaro said:
“In the past, sports brands have sought a commercial approach that is more about breadth than depth. For example, focusing on one-time ticket purchases rather than thinking about how they can turn those purchases into a lifetime association. That is sustainable growth.
“There is huge value in harnessing the support and loyalty of local fanbases, but there is an opportunity to grow globally, too. The aim is to grow together and develop a sustainably brighter future both for brands and fans alike.”
WePlay’s unique platform for growth is founded upon five crucial factors. These include nine years of continuous growth at a CAGR of 60%, representing a stable platform for investment and scale, developing strong relationships with some of the most notable sports and entertainment brands in the world, and a reputation for delivering commercial business growth to all corners of the globe as 70% of agency partners are from outside the UK.
WePlay’s vision is to deliver a modern service provision and a flexible commercial model that supports the wants and needs of today’s extremely ambitious brands, in a disrupted and highly transient sports and entertainment marketplace.
WePlay’s repositioning involves a deep knowledge into the world of fandom, audiences, storytelling and content that drives revenue generation. The agency culture is ambitious and its long-term vision is to create foundations for sustainable growth which in turn will help brands build deeper connections with their fans.
The agency has exciting international expansion plans with a US office set to open later this year, while it has already launched new products and services for expanding markets which are reflected in the new dynamic agency branding, corporate identity and logo design, and a re-energised website.
Massaro added:
“We believe growth should be the single most important word to any business, certainly post-pandemic. It is no longer enough to drive short-term gains and move on to the next project. We must take the next step, encourage retention, and turn fans into brand champions.
“We want to go beyond the live event and the traditional rights models and look broader into popular culture; to facilitate new levels of fandom, commercial growth, and sustainability.
“Growth is about evolution. We believe in actionable business. We know what is needed, and what is needed has changed.”
