WePlay continues OTT expansion with Horse & Country appointment

Performance marketing agency WePlay has added global equestrian sports network Horse & Country (H&C) to its growing roster of sports streaming platform clients.

The direct-to-consumer specialist has been appointed by H&C with a brief to drive subscription growth to the H&C+ over-the-top (OTT) platform, which features extensive live sports coverage, as well as on-demand sports highlights, training, entertainment and documentary content for the passionate worldwide community of equestrian fans.

The partnership is an addition to a portfolio of clients in the OTT market that includes the likes of UFC, La Liga and ESPN, and follows WePlay’s recent appointment by the FIA World Rally Championship to support the growth of its OTT streaming platform, WRC+. The agency has also recently announced the arrival of longtime former Sky Sports MD Barney Francis as an advisor to the Board.

Commenting on the appointment, Kenny Ager, Client Services Director at WePlay, said: “It’s an honour to be given the opportunity to support the ongoing global growth of such a well-established and pioneering platform as H&C.”

“We’re delighted to be driving the extraordinary development of OTT and SVOD platforms in the new digital sporting environment and this appointment is testament to WePlay’s expertise in delivering digital growth outcomes for sports properties at a time when the Streaming landscape is evolving at record speed.”

Heather Killen, CEO and Chairman of H&C said: “We’re seeing strong and consistent growth in multiple markets and an increasing understanding within the equestrian sector of the role and value of streaming. So partnering with an industry-leading performance sports marketing agency is a logical next step in our international expansion. We firmly believe that WePlay’s experience will put us in the best possible position to realise H&C’s growth potential”

WePlay Media contact:

Name: Jon Abraham

E-mail: jon@weplay.co

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 Horse & Country TV

Horse & Country (H&C) is the leading international equestrian sports network for the passionate and affluent equestrian community.  Members of H&C’s streaming service, H&C+, have access to over a hundred live events every year including many of the most prestigious competitions in the showjumping, dressage and three-day eventing calendars. Sports coverage is underpinned and augmented by an ever-growing library of high quality content across three further genres; Entertainment, Training and Learning, and Documentaries. 

H&C+ is available via connected TV, mobile and online devices. Once signed up, members can log in across multiple platforms including H&C’s proprietary apps, Apple TV, Android TV, Roku and Amazon Fire TV. H&C+ is also part of Amazon’s video offer, Prime Video Channels.

Subscription to H&C+ is £5.99/€6.99/$8.99 per month and there is also an annual option at £59.99/€69.99/$89.99. Additional functionality exists for PPV events, season tickets etc which will launch later this year.  

In addition to its membership service, H&C also runs linear channels that are distributed on pay-TV platforms in several key equestrian markets including the Netherlands and Sweden. Recently, H&C joined the line-up on Samsung TV Plus, Samsung’s free linear TV service that comes pre-installed on its smart TVs.

In 2020 H&C acquired leading US streamer EQ Sports Net resulting in a significant increase in live sports coverage for viewers and a strong base for further growth both in the US and other leading equestrian markets.


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