Global Champions Tour Paris

Global Champions partner with WePlay to grow the sport of show jumping through an innovative D2C marketing strategy

Richard Baker

6th Mar 2023

Global Champions, the world’s most dynamic and exciting equestrian sports event organisation, has appointed WePlay as its Growth Marketing Partner to develop and execute a new direct-to-consumer marketing strategy for the Longines Global Champions Tour and Global Champions League, commencing with the 2023 event season.

WePlay is a Growth Marketing Partner to some of the world’s most loved global sports brands and international rights holders, including UFC, LaLiga, ESPN, AC Milan, Paris Saint-Germain, Ironman and Utah Jazz. WePlay is best known for its innovative modern marketing approach that combines data, consultancy, creative, media and technology to enable brands to achieve their ambitious commercial marketing objectives.

The 2023 Longines Global Champions Tour season opener took place last weekend in Doha, Qatar. Global Champions has established itself as a pioneer in the equestrian sports world, hosting prestigious international show jumping events that showcase the world’s top equestrian teams, riders, managers and owners. Known for its commitment to excellence and innovation, Global Champions has continually pushed the boundaries of the sport to create unforgettable experiences for equestrian fans around the world.

The Longines Global Champions Tour operates across three continents, thirteen countries, sixteen destinations and delivers more than €36 million in prize money to the best show jumping teams and riders throughout the duration of the season.

Global Champions’ 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.

Within the partnership, the large team of people from WePlay will support Global Champions across key business verticals including, audience development, event ticketing, hospitality, OTT via the GCTV platform and e-commerce.

WePlay will also work closely with Global Champions and their commercial partners, providing them with integrated sponsorship consultancy and activation services to develop new and innovative opportunities related to sponsorship rights, digital inventory and advertising monetisation.

Jorge Cunha, Global Champions Chief Brand Officer & Head of Marketing:

“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:

“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.”

About Global Champions 

From the Middle East to the Americas and world-famous destinations in the heart of Europe, the 2023 Longines Global Champions Tour cements the circuit’s powerful global footprint in some of the most spectacular venues around the world. Once again visiting iconic capital cities, world-renowned destinations and breath-taking Riviera settings, the 2023 Longines Global Champions Tour and GCL will bring a plethora of show jumping, hospitality and entertainment at the highest level to fans around the world. 

About Longines

Based in the Swiss town of Saint-Imier since 1832, the watchmaker Longines can look back on a long tradition typified by the elegance of its products. Longines’ passion for equestrian sport dates back to 1878, when it produced a chronograph engraved with a jockey and his mount. Today Longines’ involvement in equestrian sports continues to grow, including strong associations with show jumping, flat racing, eventing, dressage, driving and endurance competitions. Longines is proud to be the Title Partner and Official Timekeeper of the Longines Global Champions Tour and to lend its name to each stage’s highlight trial: the Longines Global Champions Grand Prix.

Global Champions Tour