FIA World Rally Championship appoints WePlay for OTT growth

Performance marketing specialist WePlay has been appointed to drive subscriptions to the FIA World Rally Championship’s over-the-top (OTT) streaming platform, WRC+.

The partnership follows hot on the heels of longtime former Sky Sports MD Barney Francis’ appointment as an advisor to the WePlay Board. Under the agreement, WePlay will work with WRC across the post-COVID-19 interrupted season that resumed with rallies in Estonia and Turkey earlier this month and will continue over two more live events in Italy and Belgium before the end of December.

The relationship builds on WePlay’s strong track record in driving OTT and SVOD growth – one of five pillars of the agency’s Direct-to-Consumer marketing model. As the first performance marketing agency dedicated to sport, WePlay also delivers OTT marketing for the likes of UFC, LaLiga and ESPN. Commenting on the latest appointment, Jon Abraham, Head of Business Development at WePlay, said: “We’re incredibly proud of WePlay’s success in driving OTT subscriptions during lockdown, but we couldn’t be happier to see live sport back on our agenda.

“The WRC partnership is a chance to demonstrate our capabilities in growing revenues for sports clients though the streaming of live events. We’ve really established ourselves in this space over the last 3 years and believe it now represents an even more fundamental area of growth in sport’s new era.”

Jona Siebel, managing director of WRC Promoter, which owns the commercial rights to the FIA World Rally Championship added: “We’re delighted to be working with WePlay – the go-to agency for performance marketing in the sport sector. We see our OTT product as a significant factor in WRC’s commercial growth over coming years.”

“Over the last few months, WRC has worked tirelessly with the FIA, our competitors, teams and rallies, in exceptional circumstances, to revise the calendar. It’s fantastic to be able to provide live Rally content to our fans around the world, and WePlay will be fundamental to achieving this via WRC+.”

WePlay Media contact:
Name: Jon Abraham
Telephone: 0203 900 1760

About WePlay
WePlay was founded in 2012 as the first performance-led marketing agency dedicated to sport. It is a full-service agency that specialises in helping sports brands to achieve their commercial growth objectives across emerging direct-to-consumer revenue streams. WePlay’s approach is based on “outcomes over outputs.” The agency’s results and reputation are reflected in multiple industry awards including back-to-back Agency of the Year titles at the Football Business Awards in 2017 and 2018. Founder and CEO Luca Massaro was named part of the inaugural Sport Industry NextGen class of 2016.

WePlay has a growing global footprint with offices in London, Paris and Madrid serving a  roster of leading international rightsholders and brands. These include FIFA, LaLiga, AC Milan, PGA European Tour, Paris Saint-Germain, Olympique de Marseille, World Rally Championship, British Athletics, European Club Association, ESPN, UFC, IRONMAN and Yokohama Tyres.

In 2019, WePlay completed an investment round and appointed its first Board, chaired by Simon Cummins, Global Head of Odgers Berndtson’s Sports Practice, and including Olivier Gers, former IAAF (World Athletics) CEO, Adam Bellamy, former PureGym CFO and Nick Basing, Chairman of Ten Entertainment Group. Long-time former Sky Sports MD Barney Francis joined as a strategic advisor in 2020.

About WRC Promoter GmbH
WRC Promoter GmbH is responsible for all commercial aspects of the FIA World Rally Championship, including TV production and the marketing of global media and sponsorship rights. The Promoter also has responsibility to increase the field of participants and to propose the venues that form the FIA WRC calendar.

The World Rally Championship is the FIA’s premium rally series. WRC showcases authentic motorsport, high performance cars and the world’s best drivers competing in dramatic surroundings ranging from the ice and snow of Scandinavia to the blistering heat of Mexico. Established in its current format in 1973, WRC participants traditionally battle for the drivers’ and manufacturers’ world titles at up to 13 rallies spanning 15 countries and six continents. Additional championship information can be found at

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