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What We Do

WE GROW AUDIENCES
AND REVENUES

Audience
Growth

Broadcast

We offer bespoke, cost-effective live production services for sports events of all shapes & sizes.

 

We maximise the value of this coverage by building and delivering targeted fan marketing programmes that drive tune-in and broadcast engagement.

Two Circles has advised the BNPP Nordic Open since 2019, supporting production, media rights management, and sponsorship opportunities. In 2023, we facilitated the title sponsorship with BNP Paribas, the world’s largest tennis sponsor, strengthening the tournament’s commercial foundations.

For the 2024 edition, we offered a full-service approach, including developing additional revenue streams through data-driven marketing and establishing key broadcast partnerships beyond Sweden. These efforts reinforced the BNPP Nordic Open’s position as the premier tennis tournament in the Nordics.

10,000

We deliver live production for over 10,000 events each year.

Two Circles supported INDYCAR in understanding the potential and value of its international audience, leading to the launch of INDYCAR LIVE! in 2022. This scalable OTT platform expanded NTT INDYCAR SERIES and INDY-NXT content to 203 territories, with live race streaming available in 128 regions via SVOD.

The platform featured geo-restriction, dynamic pricing, and regional content presentation, alongside live in-car camera support, gated live and VOD access, exclusive content, and tailored subscription packages. Advanced geo-targeting and growth marketing initiatives significantly increased global subscriber numbers and engagement, making INDYCAR more accessible to fans worldwide.

128

Regions with live race streaming via SVOD

Headshot for Jason White
Find out more

JASON WHITE

Head of Marketing
jason.white@twocircles.com

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Social media

We fuse creativity and insight to drive the growth, engagement and value of social media audiences.

 

We develop and implement strategies that help properties connect with audiences on social. We create scroll-stopping content and employ data-driven publishing techniques to maximise social cut-through by knowing fans best.

Social channels we manage achieve reach of over 1bn annually.
For well over a decade, Two Circles has supported The Championships, Wimbledon in achieving remarkable social media milestones, including 115 million engagements, 1.8 million new followers, and 1.6 billion video views during Wimbledon 2024.

By developing a tailored social media strategy and managing channels like X, Instagram, TikTok, Facebook, and YouTube, we’ve helped expand audiences in key markets such as the United States and India. Through creative production, live behind-the-scenes content, and branded collaborations, we’ve enhanced how Wimbledon connects with fans, winning both Best on Social and the Fan Engagement Award at the Sport Industry Awards 2024.
Delivering generational reach for the biggest event in Tennis
We have supported the College Football Playoff in producing social first content and archival footage for the College Football Playoff during National Championship Week, and now the expanded playoff format. Our support bolstered CFP's content offerings through developing more cinematic, timeless storytelling assets to help drive the digital value.

Our efforts have led to a 53% overall increase in video views across all CFP social channels during the rankings season. Additionally, video views during the conference championship and selection weekend saw a remarkable 146% year-on-year growth, with total impressions during championship weekend alone rising by 13%.
The trusted sole content partner for the most prominent organization in college football.

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Web &  App Platform

We design, develop & run websites and apps that help properties reach their audiences directly in the digital era.

 

We build & integrate systems that allow properties to engage with their fanbases at scale in deeply personalised ways to drive valuable fan behaviours. We deliver digital audience growth programmes that maximise the long term value of web & app platforms.

550+ sports web and app platforms currently leverage our design, build or management support.
We developed and executed the overarching marketing strategy for the launch of FIFA's first fan-facing platform, including paid media and CRM.

A blend of awareness building paid campaigns at product launch and in the lead up to tournaments along with conversion driven app download and registration campaigns around key propositions like fantasy and highlights for FIFA World Cup Qatar 2022. During FIFA+'s first year, the platform welcomed 211 million unique users for the 2022 World Cup. During FIFA Women's World Cup 2023, FIFA surpassed digital traffic for the entirety of the 2019 tournament in just 14 days, welcoming 22 million unique users in the Group Stage alone. We also led the marketing efforts behind the launch of FIFA+'s new FAST channels in July 2023 just ahead of the Women's World Cup (6 different language channels across 5 platforms) which in less than a month saw 3 million hours of viewing.
Strategy, launch and management of FIFA's first direct-to-consumer digital product delivering over 240M active users at its peak and generating 60M registered FIFA+ users.
Two Circles has worked with the NFL to support growth across its digital platforms, including Game Pass and NFL+. For Game Pass, our efforts led to 6x subscriber growth across more than 200 territories and a 20% annual revenue increase, culminating in a tenfold increase in its media rights value by 2023.

Building on this foundation, we developed the strategy for NFL+ and continue to provide ongoing marketing and data analytics support, helping the platform reach over 5 million subscribers. Our data-driven insights, including ‘Subscriber Health’ analysis, have enabled NFL+ to identify churn risks and refine retention strategies, further strengthening its position in the NFL’s global digital strategy.

20%

annual revenue increase

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Fan Data

We grow the volume, quality and value of our clients’ first party fan data. We help clients define success metrics and build strategies to collect and monetise fan data effectively. We offer fan data management and analytics solutions engineered to deliver growth through fan data.

Two Circles helped Liverpool FC better connect with their fans by using data to understand audience behaviour and personalise their journeys. Thunderhead tags were deployed across all LFC digital platforms to track fan behaviour, creating anonymous and known data segments linked to the club’s data warehouse.

This enabled detailed mapping of customer journeys and automated personalised experiences, such as re-targeting fans who abandoned online shopping baskets. Integrations with email, CRM, notifications, paid channels, and the club’s app allowed seamless orchestration across platforms. Analytics at every stage provided insights to optimise journeys and improve engagement, strengthening Liverpool’s connection with fans worldwide.

50M+

customer profiles built

Two Circles developed the data and martech stack that powers the Premier League's digital platforms and generate 20m+ fan data records per annum. We manage the League's global and US market social channels and run all acquisition and retention campaigns across paid, owned and operate channels.

40%

increase in marketable fan data per annum

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Revenue
Growth

Media Rights

We help properties grow media rights revenues by optimising strategies and sales techniques for the modern landscape.

We help clients understand the true value of their full rights portfolios – across live, highlights, VOD, archive, news & data feeds. We then identify strategies to realise this value and take rights to market through creative sales processes all over the world.

Two Circles partnered with UEFA to transform the commercial landscape of European women’s football, delivering a media and sponsorship rights strategy that doubled revenues and significantly expanded the sport’s global reach.

Since 2018, we have helped UEFA separate women’s football rights, design innovative sponsorship packages and bring them to market, generating over €100 million in sponsorship revenue across two cycles. With 12 deals secured, including partnerships with 11 major global brands—seven of which were new to UEFA’s portfolio—we have driven 2-3x audience and revenue growth for UEFA Women’s competitions. Furthermore, our approach fostered an 80% partner renewal rate, with eight of the original 10 partners returning for the second cycle.

€100M+

generated in sponsorship revenue across two cycles

We are working closely with the world’s oldest Olympic federation across multiple functions to create a better understanding of and cater to its global gymnastics fanbase.

Our support extends the FIG and its partners in leading and executing on media rights sales in key territories for all World Championship events. Our dedicated non-live content team further creates tailored content from these Championships to populate a range of FIG social platforms. The flexible hybrid setup allows for both near-live highlights done remotely, and more elaborate behind-the-scenes profiling onsite.

By setting the framework across all FIG World Cup Series events, our Live Production Operations team ensures a unified product and end-to-end signal workflow to all media partners, irrespective of event location.

A tailored Staylive platform houses FIG content in a digital archive and supports its direct-to-consumer strategy with advanced technical capabilities and fan data insights.
Our Live Production Operations team ensures a unified product and end-to-end signal workflow to all media partners.

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Sponsorship

We deliver end-to-end services that accelerate the growth of sponsorship businesses.

We grow clients’ sponsorship revenues through strategic consultancy and delivery of market-leading sales processes. We help our clients maximise the value of their rights through activation and demonstrate ROI to partners through proprietary measurement solutions.

In partnership with Mercedes, we have supported the growth of one of motorsport’s most successful sponsorship programmes, driving over $400 million in sponsorship value over a decade-long collaboration.

By restructuring rights, creating new propositions and delivering innovative activations, we’ve helped to maximise the programme’s potential. With a focus on best-in-class sales representation and creative partnership delivery.

$400M+

in sponsorship value over a decade-long collaboration.

Two Circles supported the Philadelphia Phillies in bringing in top partners across their portfolio, delivering their 2nd and 3rd largest sponsors by annual spend.

The partnerships, which were both first time deals for the brands, totaled over $22M in total revenue for the Phillies.

$22M+

in total revenue for the Phillies

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Retail and Licensing

We build strategies, platforms and marketing campaigns to maximise merchandise revenues. We work with clients to identify latent revenue and margin opportunity in their merchandising business. We help clients combine in-house capability with outsourced support to deliver profitable growth across retail businesses.

Two Circles has worked closely with Newcastle United Football Club to bring their retail operations in-house for the first time in over a decade, helping the club create a best-in-class retail experience. Throughout 2024, we supported every aspect of the transition, including technical partnership rights, financial modelling, platform builds, stock buying, payment implementation, contract negotiations, marketing campaigns and creative assets.

This effort culminated in the successful launch of the retail store and e-commerce platforms in May 2024, followed by the release of the home kit in June 2024. With Two Circles support, these initiatives, combined with the establishment of a fully operational retail business, contributed to a 33% increase in retail profits within a year.

33%

increase in retail profits within a year

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Ticketing and Premium

We maximise event attendances, experiences and revenues. We work with clients to optimise scheduling, product, pricing and route-to-market to grow event-day revenues. We create and run data driven sales and marketing campaigns, offering real-time intelligence that enables rapid commercial decision-making. We run research programmes that deliver instructive attendee intelligence to drive future experience, retention and advocacy.

In a joint venture with the European Tour Group, designed and managed ticketing and hospitality programmes for the 2023 Ryder Cup, achieving record-breaking results. By integrating fan data and marketing technology, including new ticketing platforms and bespoke dashboards, we optimised customer journeys and sales. Working with DP World Tour and Ryder Cup marketing teams, we delivered a 200% increase in Practice Day attendance, a 17% rise in Hospitality sales despite reduced inventory and a 26% overall revenue increase compared to 2018, exceeding forecasts by 13%.

26%

overall revenue increase

We have been proud to support the Paris 2024 Olympic Games in delivering the most ticketed event in history. By developing and executing a comprehensive ticket sales strategy, we have helped achieve a remarkable milestone: selling 12 million tickets across 32 venues and generating over $1.3 billion in ticketing revenue.

$1.3B+

generated in ticketing revenue

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