Kreston Reeves has advised US-based global sports marketing agency rEvolution on its acquisition of WePlay, a UK-based sports and entertainment marketing agency.

The acquisition by the Chicago headquartered rEvolution was completed on 26 September for an undisclosed sum. It will see WePlay become a wholly owned operating company within the rEvolution family, significantly enhancing rEvolution’s capabilities and global reach to advance business performance for both sports rights holders and global brands. 

The addition of WePlay underscores rEvolution’s commitment to expanding its global influence and deepening its expertise across key markets, further bolstering its presence in the UK and EMEA regions. In just five years, WePlay has generated US$400 million in new revenue for rights holders in sports, highlighting its substantial contribution and industry impact. 

Founded in 2012, WePlay is recognised for its market-leading approach to fan engagement, direct-to-consumer marketing and monetisation. With established clients in the US, Europe, Middle East, and Asia, WePlay has successfully driven growth for highly respected global sports organisations including UFC, UEFA, FIFA, Paris Saint-Germain, Ironman, LaLiga, AC Milan and SailGP.  

rEvolution is a global, independent and full-service sports marketing agency for brands comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and rights holders throughout the sports industry.

Kreston Reeves provided buy-side advice alongside financial and tax due diligence. The Kreston Reeves team was led by Corporate Finance Director Craig Dallender and supported by Manager Sakshi Gupta and Assistant Manager Rachel Pierce. Tax advice was provided by the Corporate Tax team comprising Karl Dillow, Yonis Mohamed and Tanraj Bansel.

Craig said: “It was a privilege to work alongside the US-based rEvolution team on this key acquisition. Having worked with rEvolution on previous transactions, it was a pleasure to reconnect with the team. The company is on an ambitious growth strategy and we are thrilled to have played a role in its journey.”

John Rowady, founder and CEO of rEvolution: “We are proud to welcome WePlay into the rEvolution family. This acquisition enhances our international presence, with WePlay’s specialisation in understanding, connecting and monetising fans. By leveraging our combined expertise, we strengthen our full spectrum of solutions for global brands and rights holders to drive their businesses forward.

“Since entering the UK market to invest in sports marketing, Kreston Reeves has been one of our trusted partners for tax and compliance”

Luca Massaro, founder and CEO of WePlay, said: “Joining forces with rEvolution marks a significant milestone for WePlay. This partnership is a testament to our commitment to growth. 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.”