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WePlay to promote Ryder Cup

Sports marketing agency WePlay has strengthened its relationship with golf’s European Tour by expanding its brief to cover the upcoming Ryder Cup.

The 2018 edition of the team tournament between Europe and the USA will take place at Le Golf National near Paris from September 28-30. WePlay will work with Ryder Cup Europe as part of an integrated digital marketing campaign for the tournament.

WePlay first partnered with the European Tour ahead of the BMW PGA Championship in Surrey back in May. WePlay’s campaign for the tournament helped deliver increased revenues and attendances, with more than 110,000 spectators attending.

Tom Johnson, head of marketing for 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.”

Europe will be seeking to reclaim the Ryder Cup this year after Team USA’s 17-11 victory in Chaska, Minnesota in 2016. The US have not won on European soil since 1993.

WePlay has also delivered campaigns across other European Tour events such as the Irish Open and Scottish Open, while similar agreements are in place for the Senior Open and the British Masters.

WePlay’s other clients include football’s Spanish LaLiga, the Pro14 rugby union competition and the International Basketball Federation (Fiba).