Luca Massaro
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Luca Massaro – NextGen Sports Awards

In January 2015, I was interviewed for the Sports Industry NextGen Awards. I was included in the 28 under 30 leaders that are changing the sports industry.

April 28, 2016 / 0 Comments / Category: My Journey, Personal Development

The Brand and Fan Adoption Journey

Two years ago, just as We Play was born I created a scale that aligned the behaviour change cycle (you know the one used to help people quit smoking, loose weight, stop gambling) with the realm of fan engagement and social media. Continue Reading

October 31, 2014 / 0 Comments / Category: Brand Development, Digital Marketing, Relationships, Social Media / Tags: Adoption Journey, Brand, Fan, Map, Model, Scale, Social Media, Sport

Rules, Constraints, Conformity and a World Without Lines

Continue Reading

April 16, 2014 / 0 Comments / Category: Inspiration, My Journey / Tags: Being Yourself, Conformity, Constraints, Entrepreneur, Rules
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Nice to Meet you!

Hello and welcome. My name is Luca, I am a life explorer on a mission to learn, create and discover.


In 2010 I was recruited by Chelsea Football Club to make sense of their analytics. Within a year I was leading social media and product development for the club.

Late 2011 I was headhunted by Target Media to lead on social media. In 2013 I founded WePlay, a digital sports agency working with brands to reach, engage and convert audiences in the sports domain.

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Recent Posts

  • Confidence: The most undervalued currency
  • Be The Hero of Your Own Movie
  • WePlay: A note on what has been a transformational 2016

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    About Me

    Hello and welcome. My name is Luca, I am a life explorer on a mission to learn, create and discover.


    In 2010 I was recruited by Chelsea Football Club to make sense of their analytics. Within a year I was leading social media and product development for the club.

    Late 2011 I was headhunted by Target Media to lead on social media. In 2013 I founded WePlay, a digital sports agency working with brands to reach, engage and convert audiences in the sports domain.

    Read the full story

    Recent Posts

    • Confidence: The most undervalued currency
    • Be The Hero of Your Own Movie
    • WePlay: A note on what has been a transformational 2016
    • Luca Massaro – NextGen Sports Awards

    Call yourself a risk taker?

    Sign up to my mailing list and prepare yourself for an inbox ass kicking!

    Copyright 2013 - Luca Massaro

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