The growing world of mass participation

By Luca Massaro News Comments Off on The growing world of mass participation

What is a mass participation event?

A mass participation event is an event where large numbers of individuals take part in an activity. It can range from a run in the park to triathlon, to a football tournament or an obstacle race. Mass participation events are growing rapidly, with more and more people seeking them as ways to keep fit, meet new people, spend the day with their friends, visit new locations, raise money for charity or simply challenge themselves.

For WePlay, our entrance into mass participation commenced with IRONMAN in 2017 and from working with one event organiser, we now work with 15. With an increased demand from event organisers for specialist digital marketing services to drive awareness, race registrations and activate brand partnerships, WePlay is proud to support a wide variety of leading event organisers in helping them to achieve their marketing objectives.

WePlay now supports a client portfolio that includes 15 mass-event organisers, and collectively accounts for over 110 events that we market each year. Some of our mass participation clients include:

While you may not be as familiar with these event owners, you certainly will have heard of some of the events they own, including the Le Tour de France, Cancer Research UK London Winter Run, Paris Marathon, Asics Manchester Marathon, Deloitte Ride Across Britain, Swiss Epic, Bloomberg Square Mile Relay, London Triathlon, The Mud Day Paris, the Philadelphia Love Run and the Sydney Running Festival.

Here’s an overview of some of the work we do in mass participation:

Human Race

Following the triumph of our first year working together, Human Race retained WePlay as their digital marketing agency across their event portfolio. We were tasked to deliver sell-out event registration strategies across their event portfolio which includes, Cancer Research UK London Winter Run, Asics Manchester Marathon and the Tour de Yorkshire.

Our work includes a back to back sell-out of the Cancer Research UK London Winter Run and 2019 ASICS Greater Manchester Marathon.

London Winter Run_WePlay


In 2017, IRONMAN bought the rights to Swiss Epic, part of the Epic Series; a 5-day stage race for two-person teams. The event includes top professionals and ambitious amateurs with a shared interest; a passion for cycling. In 2018, WePlay were appointed to develop a new event strategy to build brand awareness. Using the awareness and data pulled from last year’s campaign, WePlay were positioned to succeed in 2019, and now six months ahead of schedule, WePlay and IRONMAN have sold out Swiss Epic 2019.

Swiss Epic case study mockup

Motiv Sports

Motiv sports are a US-based mass participation event owner with over 25 global events in their portfolio. WePlay are managing the entire portfolio with events as far as Sydney to Ealing. Already this year, we have seen notable sell outs including 2019 Surf City Marathon and Philadelphia Love Run.

Threshold Sports

Last year saw WePlay appointed by Threshold Sports who own and manage five ultra-distance events across the UK: Race to the Stones, Race to the Tower, Race to the King, Ride across Britain and London Revolution. We are proud to say that as of the end of February 2019 we have achieved sell-out status for the Ride Across Britain (their flagship event).


2018 saw WePlay being appointed by Le Tour de France owners, Amaury Sport Organisation (A.S.O.). In addition to owning the world’s most famous cycling road race, A.S.O. is also a leading mass participation event organisation.

WePlay were tasked to increase event interest and race registrations across a number of their key portfolio events including the Paris Marathon and The Mud Day. We are proud that our work on the 2019 Schneider Electric Paris Marathon has helped to sell out the event, with a record 55,000 registrations.

Paris Marathon CS

As the world of mass participation continues to grow, with more and more events appearing on almost a weekly basis, giving consumers more choice than ever before, the challenge to successfully market your event becomes even more difficult. In addition, more advertisers in the market place leads to rising advertising costs. With all of this taken into account, it is thoroughly important to ensure that you have specialised marketing strategy to reach and engage your target market. This is where working on over a hundred events becomes incredibly powerful.

Utilising our industry-leading knowledge retrieved from working across a large number of mass participation events, WePlay have built a unique understanding and bespoke methodology of how to reach, engage and convert these target audiences to achieve success for both our clients and their partners.

  • Share: