Way to Play

The latest 'Dream Deficit' research published by Women in Sport is fascinating, and highlights that the 2024 Paris Olympics have inspired two-thirds of girls to be more active. This quote from a participant in the research struck me: “One thing I’d like to share is the profound impact that sports and the Olympics have on people, not just as a form of entertainment, but as a source of inspiration and unity. Watching the Olympics, I’m always struck by the incredible stories of athletes overcoming adversity, breaking records, and representing their countries with pride. It’s a reminder of the resilience of the human spirit and the power of dedication, discipline, and perseverance.” (Girl, aged 24) It serves as another important reminder that the powerful stories conjured up by partaking in sports is what builds emotional connection and creates impact. I love the the inherent values and virtues of the Olympics and its emphasis on human flourishing. My research on Greek societies and the formation of the Ancient Olympics is what inspired the creation of Way to Play. Taking the best of ancient values and applying them to modern times... It seems almost crazy to say, but in the digital age, where algorithms and vanity metrics dominate, investing time and resource in to unique storytelling, community building, and prioritising the meaning of sporting excellence is what will really set you apart and create genuine impact (as per this research from Women in Sport)... It is why Way to Play has built the 'True Value of Sport' (TVS) model to ensure that organisations effectively deliver ROI AND personal, social and community value. These two areas are not mutually exclusive, and we deliver results through strategic insight, creative storytelling, and innovative processes #SportingExcellence #SportsBiz #LetHerDream

The Way to Play model is a forward-thinking one: We build dedicated, agile teams that delivers Sports Marketing excellence. We achieve this through being an insight-led, ongoing strategic support for our clients - acting as an extension of your team - and delivering world class creative and storytelling. It is in bringing good and talented people together that we are able to execute to high standards. Instilling a people-first culture will always be the foundation of what we do. Bring on 2025! 💫 #WaytoPlay #SportsMarketing #Excellence

Way to Play Founder, Andreas Plastiras joins a stellar line-up of speakers at the Player Care Group Conference on Tuesday 12th November.

Way to Play Founder and CEO, Andreas Plastiras will be speaking at the Player Care Conference at Brentford FC's Gtech Stadium next week, where he will be presenting the key findings from 'The Cost of Failed Transfers in the Premier League' research.

🎉 Way to Play is delighted to announce that our work with Indian Wells has been awarded 'Social Media Campaign of the Year' by Chief Marketer 🎉 The award is testament to our ongoing strategy and implementation work with the tournament and the wonderful Desert Champions team. We look forward to evolving and building upon these foundations to ensure 2025 is bigger and better. 📈 🎾 #SportingExcellence #SportsBiz #SportsMarketing #SMSports

Trends Vs Narratives... This is one of the key oversights we are seeing at the moment when it comes to brand building. What I mean by this is that quick wins and positive sentiment / engagement can be built by creatively jumping on trends, but actually this engagement is often short lived. In focusing on narrative, your key brand stories, and purpose , you build consistency and memorability over time. Think long term not short term... Sure, if you are strategically aligned, and there are opportunities to capitalise on the attention and interest that trends can provide - great! The speed of emerging trends on social has created a world where organisations feel they have to be a part of these trending conversations, when in reality, that is not true. The case for leadership and brand understanding within social teams, and being joined up with wider marketing efforts is key. Double down on what makes your brand special and maximise its application to social. This is so much more than just visibility through logos and watermarks by the way... Sure, future CMOs are coming from being grounded in social, but the best people are the ones that truly understand the principles of brand. After all - social is just another medium for your brand to be applied... -- Way to Play is your pivot point to ensuring you make the best Sports Marketing decisions. We help you to uncover and tell better stories, and deliver results. DM me to find out how we can help you.

On Wednesday afternoon Jannik Sinner snd Carlos Alcaraz competed in an epic final at the China Open (an ATP 500 level tournament) Alcaraz won the match in a final set tie break after 3 hours and 21 minutes. Alcaraz and Sinner represent are also ranked #1 and #2 in the ATP Tour rankings and have already played several incredible matches. On Wednesday evening, the two players shared a plane to travel to Shanghai to compete at ROLEX Shanghai Masters (an ATP 1000 level tournament). Tennis has so often been a leader in Sports for shining a light on what true rivalries can look like. It is clear that there is mutual respect and like-ability between the two players off the court. This offers us a great and alternative way of thinking about Sports competition: * From win at all costs TO strive for excellence in conduct and performance to attempt winning * From disrespecting an rival / opponent TO understanding that competing well means that your opponent can be your greatest teacher in raising your game * From thinking Sports are everything in life TO knowing that Sports do not define your life and relationships beyond the court or field of play This is certainly a rivalry that will excite fans for years to come. Think carefully about the dominant media narratives we see in Sports today. What do you note? What can we learn from this example in how we seek to reframe the dominant narratives in sports? #SportsMarketing #SportingExcellence #Tennis #JannikSinner #CarlosAlcaraz

Sport is entertainment, and it is common place to see this dominate the marketing of sports. However, Sports are also so much more than this.... Here are some simple, yet important questions to ask as you begin thinking about how to approach your #SportsBiz Marketing efforts, to ensure your efforts are in-keeping with the true values of sports: What makes sports great? Why is sport important? What values can sports teach us? What are the existing barriers / opportunities to engaging in sports? What role might sports play in the context of our society today? -- Way to Play provides tailored content solutions rooted in insight and the values of Sporting Excellence. Our end-to-end service enhances your brand presence, connects you with your target audiences, and maximises new and existing revenue streams. #SportsBiz #SportingExcellence #SportsMarketing

The implications of failed Transfers for clubs in The Premier League is significant. The role of Player Care is fundamental to optimising the environment and wellbeing of players, and creating the best possible conditions for performances to be at their best. This - as our data indicates - also has significant financial implications for clubs. A pleasure to work with The Player Care Group, who are leaders in their field. #PremierLeague #Insight #Data #SportsMarketing

Great to see our work with the The Player Care Group get the distribution to leading football publications on such an important topic for clubs and players alike. FourFourTwo #Insight #SportsMarketing