Human Race has renewed its contract with digital marketing agency WePlay for a second year.
The mass participation events company has worked with WePlay over 12 months to help to drive direct-to-consumer revenues across its event portfolio.
The collaboration helped deliver sell-out fields for the Cancer Research UK London Winter Run and Manchester Half Marathon in 2018.
Human Race, which is part of Tour de France owners Amaury Sport Organisation (A.S.O.), owns and operates 27 events every year in triathlon, cycling, running and duathlon in the UK.
Its properties include the ASICS Greater Manchester Marathon, Royal Windsor Triathlon, Dragon Ride L’Etape Wales by Le Tour de France and the Chiltern 100 Cycling Festival.
Commenting on the renewal with WePlay, Dave Suter, head of marketing at Human Race, said: “We have built a strong relationship with WePlay after our first year together and are delighted with their performance. We see WePlay as a long-term strategic partner and are looking forward to continuing working together in what we hope to be a long and fruitful relationship.”
Human Race’s French-based owner A.S.O. is also a leader in the French running and sportive market, with WePlay also keen to grow its credentials in the French market, building on work with the Ligue de Football Professionnel (LFP), Marathon de Bordeaux (Ironman) and on this year’s Ryder Cup in Paris.
Kenny Ager, client services director at WePlay, said: “We’re delighted to announce this partnership extension with Human Race. Human Race is a market leader in the mass participation space and has played an important role in our journey that has enabled us to become an authority in direct to consumer marketing in mass participation. We are looking forward to another successful year working in partnership with Human Race.”
The Manchester Half Marathon, one of nine Human Race events that form part of WePlay’s current brief, will take place on 14th October 2018 with more than 14,000 taking part.