Global independent sports marketing agency rEvolution Worldwide has announced the official appointment of Kenny Ager as the new head of WePlay, its dedicated digital marketing, activation, and performance media group. Ager, who has been an integral part of the WePlay organization since 2016, will step into the leadership role while simultaneously retaining his existing commercial responsibilities within the company.
This strategic leadership transition arrives as WePlay actively expands its operational footprint on a global scale. The agency continues to build heavily upon its core mission of helping major sports rights holders and global brands grow their audiences, deepen meaningful engagement with fans, and generate substantial commercial value through the dynamic medium of sport.
Ager steps into the position succeeding WePlay founder Luca Massaro, who successfully built WePlay into a globally respected industry name for specialized digital marketing and activation services in sports since founding the agency in 2012. rEvolution formally expressed its gratitude to Luca Massaro for his foundational contributions to WePlay’s impressive growth and development within the sports industry over the years, wishing him the utmost success in his future endeavors.
Bringing more than 25 years of extensive international sports marketing and sponsorship experience to the role, Ager boasts a career spanning across the United States, Europe, the Middle East and North Africa (MENA), and Asia-Pacific (APAC) territories. He originally commenced his professional career within the fast-paced world of Formula One motorsport before transitioning to Publicis. During his tenure at Publicis, Ager played a pivotal role in establishing and leading the global network’s dedicated sports marketing function worldwide. Having joined WePlay back in 2016 as a long-standing member of the agency’s leadership team, Ager has closely overseen more than a decade of consistent, year-on-year growth for the company.
Reflecting on the leadership appointment, John Rowady, the founder and CEO of rEvolution, shared his enthusiasm for the path ahead. “Kenny brings the passion and energy to the sports business,” said Rowady. “He’s built teams, generated measurable ROI for clients and earned the trust of some of the biggest names in sport along the way. He has the history and the drive, and he’s the right person to lead WePlay in this next exciting chapter for the business.”
Throughout his distinguished tenure at WePlay, Ager has served as a trusted advisor to a prestigious roster of prominent global sports organizations and brands. His advisory portfolio includes major international entities such as Emirates, Paris Saint-Germain, the Ultimate Fighting Championship (UFC), the Abu Dhabi Sports Council, the National Basketball Association (NBA), LaLiga, Fifa, SailGP, Ironman, and ESPN. Through his strategic counsel, these organizations have successfully connected sport, culture, creativity, and digital media to drive powerful marketing and commercial performance.
Discussing his vision for the agency’s future under his leadership, Ager emphasized the foundational principles that have driven WePlay’s success while outlining ambitions for broader international expansion. “WePlay was built on understanding fans in the modern, digitally connected age of marketing and turning that understanding into measurable business impact and ROI for our clients,” stated Ager.
“The next step is taking this further now, into new markets and on a global scale, starting with US and key international markets and into more of what our clients need from us to grow their business through sport,” Ager continued. “That’s what our team and I are focused on, and it’s a great moment to be doing this as a specialist in the ever-growing digital attention economy of sport.”
As a key component of the rEvolution family, WePlay operates as a specialized digital marketing agency explicitly serving rights holders and sponsors across the sports landscape. Working at the critical intersection of creativity, culture, and performance, WePlay assists the world’s leading brands and rights holders in expanding their audiences and driving tangible commercial impact. The agency operates comprehensive teams across major cultural and financial hubs including London, Chicago, and Dubai, positioning staff in close proximity to the sports cultures they service. Its extensive partner network features globally recognized entities such as Emirates, Paris Saint-Germain, UFC, adidas, SailGP, IRONMAN, the Las Vegas Raiders, and the Abu Dhabi Sports Council.
Meanwhile, rEvolution Worldwide functions as a comprehensive, independent, full-service sports marketing agency. The organization is composed of industry experts specializing in consulting and business strategy, working alongside marketing and creative specialists who advise on and produce award-winning sponsorship and marketing campaigns for prominent brands and rights holders throughout the global sports ecosystem. By operating at scale, rEvolution serves as a specialized bridge connecting major corporate brands directly to passionate sports fans to enhance overall business performance.
