WePlay_Asian Tour

Richard Baker

19th Jun 2024

The leaders in professional golf in Asia appoint London-based agency WePlay as its Creative Partner

The Asian Tour – the official sanctioning body for professional golf in Asia – has appointed London-based sports marketing agency, WePlay as its Creative Partner, to produce an engaging brand campaign celebrating its core values, at a time when the tour is experiencing growth in tournaments, footprint, players and increasing its player pathways.

Following a competitive tender, WePlay were selected to create and deliver a refreshed brand narrative and integrated campaign for the Asian Tour.

Collaborative WePlay and Asian Tour workshops have taken place earlier this year at the Saudi Open presented by PIF in Riyadh and a powerful multi-media campaign will launch later this summer. The campaign will celebrate the strengthening scale and competitiveness of the Asian Tour, the diverse cultures and stunning locations of Asia and the home-grown golf talent emerging in the region.

WePlay is multi-award-winning sports marketing agency and works with some of the world’s most recognised global sports brands and international rights holders, including Paris Saint-Germain, SailGP, UEFA, Ultimate Fighting Championship, The IRONMAN Group and Volleyball World.

The Asian Tour is a member of the International Federation of PGA Tours and represents the top tier of golfing talent in Asia. It boasts one of the largest global footprints of any golf tour, managing a global schedule of 22 professional men’s golf tournaments across 14 different countries on behalf of its more than 350 members.  The young stable of golfers from over 35 countries compete in iconic locations and beautiful venues across the Middle East, Africa and Europe for the fastest-growing prize funds in the sport, including 10 premium International Series events visiting markets.

Cho Minn Thant, Commissioner & CEO, Asian Tour states, “The Asian Tour has been experiencing a period of rapid growth since the pandemic, building an attractive platform for world class players from across Asia and the world to compete at the top level in great events in fantastic locations. We therefore wanted to launch a brand campaign for 2024 that reflected this new strength, energy and excitement around the tour.”

“So earlier this year we sought out a creative partner to help us design and implement a powerful campaign that would resonate with fans, players and partners and that would communicate our ambition and vision for the future. Following a tender process, the clear choice was to work with WePlay.”

Cho Added, “WePlay not only proved their ability to understand our brand and present inspiring solutions, but the agency is ideally positioned to support the tour’s marketing and fan engagement in many other ways as well. The team are friendly, responsive and knowledgeable, so it has been a pleasure to partner with them to develop the campaign which will be unveiled later this year. We’re excited to see the results.”

Luca Massaro, CEO of WePlay, says: “We are thrilled to collaborate with the Asian Tour during this pivotal period in their growth journey. Their journey is incredibly inspiring, and with our deep expertise in golf and rich experience with progressive sports brands, we are well-positioned to support the Asian Tour’s exciting development. We look forward to leveraging our full suite of services in strategy, creative production, and campaign activation to help achieve the Asian Tour’s ambitious goals.”

For more information please contact: richard.baker@weplay.co

About WePlay:

WePlay is a Multi-Award-Winning, Sports Marketing Agency specialising in sports & entertainment. Since 2012, WePlay has been the go-to agency for sports rights holders and brands seeking to reach, engage and monetise a global audience.

WePlay is best known for its innovative approach to driving growth, that combines data, consultancy, creative, media and technology, enabling brands to achieve their ambitious commercial objectives.For more information on WePlay’s services and clients, please visit www.weplay.co

About The Asian Tour:

We exist to support and grow Asian golf and golf in Asia. The Asian Tour manages a global schedule of 22 professional men’s golf tournaments across 14 different countries on behalf of its more than 350 members. We offer exciting pathways and opportunities for the best golfers in the world to play the sport we all love, nurturing homegrown talent and attracting players, fans and partners to be part of growing the game across Asia.

With sold out qualifying schools on three continents attracting over 650 entrants vying for 35 cards on the Asian Tour and the dynamic Asian Development Tour providing the platform for future golfing talent, Asia is the next powerhouse region for golf and we are stewards of its legacy.

As a member of the International Federation of PGA Tours and an affiliate of The R&A, Asian Tour sanctioned events qualify for Official World Golf Ranking points and we are the official sanctioning body for professional golf in Asia. Asian Tour Destinations, an affiliate network of exclusive, world-class golfing venues across the region, further supports the development of the sport.