rEvolution Worldwide Appoints Kenny Ager as Head of WePlay
Kenny Ager Takes Over WePlay Leadership as Founder Luca Massaro Steps Aside
Back in 2016, Kenny Ager joined a five-person team, having bonded with founder Luca Massaro over a bowl of pho and a copy of Gary Vaynerchuk’s Crush It! Ten years later, the business has a new head. rEvolution Worldwide announced the appointment of Kenny Ager as the new head of WePlay, its specialized digital marketing, activation, and performance media group.
Ager assumes the top leadership position while maintaining his current commercial responsibilities within the agency. He steps into the role succeeding Luca Massaro, who founded WePlay back in 2012 and built it into a globally respected name for digital marketing and activation services in sport. Massaro is stepping away from the business.
The leadership shift arrives as WePlay scales its international footprint following its acquisition by rEvolution in 2024. Ager brings more than 25 years of international sports marketing and sponsorship experience to the position. His career spans operations across the United States, Europe, the Middle East, and Asia-Pacific, beginning in Formula One motorsport before he helped establish the global sports marketing network for Publicis.
Since joining WePlay a decade ago, Ager has guided the agency through sustained year-on-year growth. Along the way, the firm weathered major market disruptions, including the lockdown, when it lost half its business overnight. To survive and expand, the agency proved its return on investment and shared risk with partners, landing agency-of-record retainers with major international rights holders.
Kenny Ager Expands WePlay Client Roster Across Global Sports
Under Ager’s operational oversight, WePlay has advised prominent organizations across global sport, culture, and entertainment. Client rosters include FIFA, LaLiga, Paris Saint-Germain, the Ultimate Fighting Championship (UFC), the National Basketball Association, ESPN, SailGP, the IRONMAN Group, Emirates, and the Las Vegas Raiders.
John Rowady, founder and chief executive officer of rEvolution, praised the incoming leader’s track record. “Kenny brings the passion and energy to the sports business,” Rowady stated in the official announcement. “He’s built teams, generated measurable ROI for clients and earned the trust of some of the biggest names in sport along the way.”
Ager pointed to the shifting digital attention economy as the primary driver for the agency’s next phase. Modern fans consume athletic competition across borders and time zones, viewing matches live in domestic markets while digesting immediate highlights and commentary worldwide. “The next step is taking this further now, into new markets and on a global scale,” Ager noted, outlining plans to expand deep into the United States and key international territories.
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