A day in the life of an Account Director – on the ground at Asian Tour ⛳️
Stephanie Centola
9th Jul 2025
Last week, our Account Director, Jack Flannigan, had the chance to join the Asian Tour team on the ground in Rabat for International Series Morocco, a stunning stop on the global golfing calendar and an exciting opportunity to observe how elite golf content is brought to life in real-time.
For those who don’t know, the International Series is part of the Asian Tour’s mission to expand the reach and profile of golf across new markets. This experience in Morocco delivered a perfect blend of competition, culture, and creativity, offering a unique window into the behind-the-scenes world of content creation. Here are four key insights from Jack’s time on the ground- lessons in how great sports content is crafted, with takeaways that go far beyond the fairway.
1. Content is more than the winning moment
From sunrise tee times to sunset interviews, we worked closely with the social media team to get a sense of how the Asian Tour cover a tournament from every angle.
It’s not just about filming the winning putt – it’s about capturing the atmosphere: the local flavour, the interactions between players, caddies, and spectators.
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2. The human side matters
One of the standout moments was watching the “roaming lens” of social media capture both the high-performance action and the fun, human moments that make a golf tournament so compelling.
Whether it was grabbing b-roll of Joel Stalter, otherwise known as ‘Djino’, spinning by the clubhouse, or chasing golden hour light for the perfect shot, the hustle was non-stop. Capturing the quieter moments is equally as powerful as watching the action unfold.
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3. Planning mixed with spontaneity
Covering live sport is always a high-wire act – balancing the planned with the spontaneous. What struck us most in Morocco was the need for the team to be agile and reactive. There’s a lot of ground to cover (literally) across 18 holes, and only a small window to turn around highlights, interviews, and cultural moments before the tournament moves on to the next destination.
Without a plan, you risk missing the basics of the sporting set-up. Without spontaneity, you miss the magic of the unexpected that only sport can give you. It’s a fine art.
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4. Real-time content needs stamina
It was a reminder that great content doesn’t just happen – it takes planning, adaptability, and a whole lot of stamina. Watching it unfold in real time highlighted once again the work that goes into creating social-first content that feels both premium and immediate.
What the Asian Tour is building through the International Series is more than just a tournament schedule; it’s a global narrative that brings together diverse locations, local stories, and world-class competition. Morocco was the perfect embodiment of that vision, and it was a privilege to get a closer look at how that story is told through content.
At WePlay, we’re proud to support forward-thinking partners like the Asian Tour who are pushing boundaries in sport and storytelling.
We know the value of having social specialists on the ground – capturing the moments that matter and turning live events into lasting stories. If you’re looking to elevate your event coverage, let’s talk: hello@weplay.co.
