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Limelight Sports and WePlay establish partnership to change the face of participation sport

WePlay CEO

Luca Massaro

31st Jan 2019

Innovative and award-winning sports marketing agencies, Limelight Sports and WePlay, have solidified their partnership following a successful twelve months of collaborating. Limelight Sports works with organisations such as Nike, Fitbit, MLB and J.P. Morgan, to engage their audiences through active experiences. It also runs major mass participation events, having recently taken over the running of the London Triathlon, Blenheim Palace Triathlon and Etape Caledonia.

The agreement between the two agencies represents a genuine partnership between two major players in the participation space. WePlay, who have recently retained the ‘Agency of the Year’ at the Football Business Awards, will initially work across Limelight Sports own campaigns.

While Limelight Sports brings its longstanding expertise in live experiences and knowledge of the participation space, WePlay bring unrivalled expertise in digital media and content creation. The two agencies intend to collaborate on future campaigns to deliver fantastic digital and event experiences for participants aligned with engagement opportunities for brands.

Rick Jenner, Director of Strategy and Insight at Limelight Sports, said:

“Across our own campaigns and those bespoke campaigns we create for clients, we’re always looking to use insight and innovation to connect brands with their audiences. This partnership with WePlay will not only allow us to attract more people to our events but fundamentally change the scale and appeal of mass participation for brands looking to engage with people embarking on transformative experiences.”

Kenny Ager, Client Services Director at WePlay, added:

“We are delighted to be working with Limelight Sports on this strategic partnership. Together, we have seen impressive results from combining highly targeted ad campaigns with compelling creative messaging to reach, engage and register new participants to Limelight Sports’ campaigns. Often, these participants go on to raise significant funds to support important charities across the UK, which we are very proud to have played our part in.”

The new partnership kicked off in October and we are already seeing great results. With extensive experience in the mass-participation sector, WePlay are working with Limelight Sports to develop strategy and execute paid media campaigns, as well as advising and producing creative to support all work.

London Triathlon, one of the four campaigns that WePlay is working on, takes place on Saturday 27th and Sunday 28th July 2019.