Longines Global Champions Tour
Global Champions, the world’s most dynamic and exciting equestrian sports event organisation, appoints WePlay to develop and execute a new growth strategy
Longines Global Champions Tour
Global Champions, the world’s most dynamic and exciting equestrian sports event organisation, appoints WePlay to develop and execute a new growth strategy
Global Champions, the world’s most dynamic and exciting equestrian sports event organisation, appointed WePlay as its Growth Marketing Partner to develop and execute a new direct-to-consumer marketing strategy for the Longines Global Champions Tour and Global Champions League.
Our objectives were as follows:
- To grow the Global Champions brand, audience, and revenue streams with a digital-first strategy and activation.
- To develop a Digital Sponsorship strategy, including asset valuation, inventory audit, and packaging, to enable revenue growth by selling digital assets.
- Support the organisation with personnel hires across content, marketing, and product development.
As Growth Partners to Global Champions, we executed against a top-down, bottom-up approach.
This included c-suite consultancy, media rights advisory, sponsorship strategy, content production, creative design and branding, marketing services and product development.
Our D2C strategy consisted of the following:
- Audience development
- Social media management
- Live event coverage
- Event ticket sales
- Hospitality services
- OTT streaming (GCTV)
- E-commerce (e-store)
- Fan engagement
As the Growth Marketing Partner to Global Champions, we tailored a unique approach, seamlessly integrating a global strategy with localised activations for each event.
Leveraging the rich and diverse assets at Global Champions’ disposal, including their prestigious equestrian events, renowned partners, the elite roster of riders, an array of captivating content, and the vision of their leadership, we delivered a series of tactical executions across creative, content, and media platforms.
These efforts engaged equestrian enthusiasts globally and resulted in substantial revenue growth, reinforcing Global Champions’ position as a dominant force in the industry.
The tangible outcomes of this partnership are undeniable:
- Increase revenues from ticketing, online retail and GCTV.
- A staggering tenfold increase in social media audience.
- 150% increase in web traffic year on year.
- Achieved 110% of CRM targets.
- A new commercial and media strategy to increase revenues from partners.
- Organisational design of the brand, marketing, digital and commercial departments.
- Recruitment of key personnel in brand, marketing and digital.
- Elevated fan engagement across various digital channels.
