Europe’s Ryder Cup brief goes to WePlay

Agency to work on digital marketing campaign for 2018 edition of golf match.

Europe’s Ryder Cup brief goes to WePlay

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Sports marketing agency WePlay has been appointed by the 2018 Ryder Cup to work on the bi-annual golf match’s integrated European digital marketing campaign for this year’s edition in France.

The new WePlay brief comes after having spent the last three months working with golf’s European Tour, commencing with the 2018 BMW PGA Championship. WePlay’s campaign on the May event helped to deliver increased revenues and attendances, with more than 110,000 people attending.

This year’s Ryder Cup is taking place at Le Golf National near Paris, where the US team will be looking to secure a second successive victory over Europe’s top golfers.

Tom Johnson, head of marketing at the European Tour, said: “We are constantly pushing boundaries in our content and commercial marketing efforts, and our work with WePlay is yet another element of our digital transformation. WePlay are doing a fantastic job in helping us to reach new audiences and grow our revenues through digital.”

Luca Massaro, WePlay chief executive, added: "We’re delighted with the results we are seeing so far and look forward to growing our relationship with the tour.”

WePlay has delivered campaigns across the European Tour’s other events, including the Dubai Duty Free Irish Open hosted by the Rory Foundation, the Aberdeen Standard Investments Scottish Open and are delivering activity for the Senior Open and British Masters.

WePlay’s work with the European Tour follows a successful start to 2018 for the agency, which has seen appointments by La Liga, Melbourne FC, the Guinness Pro14 and FIBA. Its work has been recognised by the Football Business Awards, where WePlay won the award for ‘Agency of the Year’ in 2017.