Threshold Sports Extend Partnership with WePlay as Digital Marketing Agency After Successful First Year

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Threshold Sports retain WePlay as its lead digital marketing agency for the second year running following a successful first year working together

As a specialist sports marketing agency, official Facebook Marketing Partner, and having delivered over 130 successful mass participation event campaigns, WePlay has established itself as a market leader in the mass participation industry, enabling organisations in the sector to grow and reach a bigger audience and sell out events.

Threshold Sports, one of the fastest-growing sports events companies in the UK, have recently entered a new chapter in their company’s journey after being acquired by global sports marketing company Infront. With the backing of a global successful enterprise like Infront, as well as a market-leading sports marketing agency as WePlay, Threshold Sports will be able to sell out more events, expand their event portfolio even further, and reach a wider pool of participants and charities that will see the company enter a new chapter in its journey.

Over the last twelve months, WePlay has run successful event registration campaigns for Threshold Sports across its event portfolio, including the hugely successful Deloitte Ride Across Britain, Dixons Carphone Race To The Stones, Race To The Tower, Race To The King and Dulux London Revolution. Using tactical messaging and creative pre- and post- price rise periods, WePlay helped Deloitte Ride Across Britain sell out more than six months in advance. This contributed to the overall growth of Threshold Sports in 2018/2019, and is an example of how WePlay’s expertise and knowledge in the mass participation industry helps sports organisations grow.

Following the success of previous campaigns, the partnership for 2019/2020 will see the new Threshold Trail Series weekender Heineken Race To The Castle added to the event portfolio. With the growing popularity of the Trail Series amongst mass participation events due to its unique setup of combining endurance tests and stunning locations, Threshold Sports are positioning themselves as one of the leaders in the sector having successfully organised multiple Trail Series events.

In addition, WePlay will also be in charge of implementing a strategy across all stages of the customer journey, showcasing the expansion of the partnership between the agency and Threshold.

Chris Tong, Interim Marketing Director at Threshold Sports, said:

“It has been a pleasure working with WePlay. They have done a fantastic job across all our events, from putting together the initial paid social strategy, all the way through to the implementation phase. They always strive to target specific and highly relevant audience groups with our innovative content. Our partnership has allowed us to engage and grow a much broader number of audience groups and drive ticket sales across our entire portfolio.”

Kenny Ager, Client Services Director at WePlay, added:

“We’re delighted to continue our partnership with Threshold Sports as the company is entering a new chapter following its acquisition by Infront. Combined with the company’s exponential growth over the last decade, this acquisition puts them firmly in the mix of being one of the leading sports events companies in the UK. WePlay’s expertise in the mass participation industry and expansive knowledge of the landscape will put Threshold in front of previously untapped audiences and will solidify both WePlay’s and Threshold’s positions as leaders in the industry. We’re excited about the journey that lies ahead, and we look forward to expanding our relationship over the next 12 months.”

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