UK-based WePlay now becomes a wholly-owned operating company within rEvolution. (WePlay imagery)

US-based sports marketing agency rEvolution has struck a deal to acquire WePlay.

Through a deal unveiled today, UK-based agency WePlay becomes a wholly-owned operating company within rEvolution, with its brand, growth strategy, and leadership team remaining in place, including Luca Massaro, WePlay’s founder and chief executive.

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rEvolution has said that the acquisition will significantly enhance its abilities and worldwide reach, especially in the UK and EMEA (Europe, Middle East, and Africa) regions.

John Rowady, rEvolution’s founder and chief executive, said: “This acquisition enhances our international presence, with WePlay’s specialization in understanding, connecting and monetizing fans. By leveraging our combined expertise, we strengthen our full spectrum of solutions for global brands and rights holders to drive their businesses forward.”

Massaro added: "With rEvolution’s resources and global footprint, we’re well-positioned to accelerate our international expansion and further drive revenue and audience growth for our clients. Together, we will achieve even greater heights in the sports marketing landscape.”

In January last year, rEvolution acquired London-based public relations and communications agency Sine Qua Non (SQN), to expand its global footprint. The agency now operates across North America (headquartered in Chicago), Europe, the Middle East, and Asia.

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In terms of recent activity, meanwhile, the firm was the agency of record for the International Cricket Council during the men’s Twenty20 World Cup in the US and Caribbean earlier this year.

WePlay, meanwhile, has worked in recent years alongside sporting properties such as SailGP, soccer’s UEFA Euro 2024 tournament, Red Bull, the Ultimate Fighting Championship, Paris Saint-Germain, and global soccer governing body FIFA.

rEvolution has claimed that WePlay has managed to generate $400 million in new revenue for its clients across sports.