WePlay appointed to lead the digital strategy for the 2021 FIA Motorsport Games

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WePlay has been appointed by SRO Motorsports Group to lead the digital strategy and content marketing for the 2021 FIA Motorsport Games.


The competition, due to take place in October 2021 at the Paul Ricard Circuit, France, sees drivers compete in a multi-disciplinary event in the colours of their national flag. Now in its second edition, the expanded format will feature 18 disciplines, including one within esports, and will be live streamed across FIA Motorsport Games’ digital channels.

The appointment of WePlay to lead the competition’s digital and content strategy will see them partner with up to 144 of the potential National Sporting Authorities (ASN) involved in the event to increase awareness in local markets. The agency will also be tasked with increasing engagement and growth across the event’s social media channels, as well as driving viewers to the official event live stream.

Commenting on the appointment, Kenny Ager, Client Services Director at WePlay, said:

“We are delighted to be supporting The FIA with the 2021 Motorsport Games. The expanded edition is a pioneering approach to motorsport that sees drivers competing for their nation and digital races taking place alongside those on the track. It’s sports innovation at its finest and we’re excited to harness the power of digital to share it with new and existing motorsport fans across the globe.”

The expanded format reflects The FIA’s enhanced commitment to grassroots motorsport, with the inclusion of new karting disciplines, and WePlay will be responsible for driving incremental fanbase growth across younger demographics.

Anthony Comas, FIA Motorsport Games General Manager, said:

“We are very pleased to be working with a leading digital marketing agency such as We Play on this unique project. The FIA Motorsport Games deserve international recognition and for this we needed to surround ourselves with the best possible partners. WePlay and SRO are true partners with equally high ambitions around a common vision for this innovative concept.” 

The deal adds to WePlay’s roster of sports clients that already includes FIFA, LaLiga, Ironman, and AC Milan. The agency works with sports organisations to unlock digital opportunities and help them achieve their audience and revenue growth objectives.

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