UKA JOINS TWO CIRCLES’ CLIENT ROSTER

Sports marketing agency Two Circles, winner of the Sport Industry Awards 2022 Agency of the Year, has announced a new partnership with UK Athletics (UKA).

The partnership will initially focus on building and modernising the governing body’s approach to ticketing strategies and fan engagement, including next year’s London Diamond League event.

Beyond that, however, the London-based agency will aim to ‘develop and execute marketing strategies that drive commercial revenue growth across core areas of the business’, including rights content, marketing and technology.

According to a statement, ‘Two Circles will also provide UKA with proprietary data technology solutions; data-driven content and paid media support; and rights management services, including evaluating and enhancing existing apparel and merchandise partnerships.’

In announcing the new partnership, UKA joins the likes of UEFA, Wimbledon, The Premier League and The Hundred on Two Circle’s roster of clients.

UKA CEO Jack Buckner, said, “Two Circles are a proven success story in sports marketing, commercial strategy and fan engagement. I am delighted that we are able to work with them and that athletics will benefit from their track record.

“We have to ensure every aspect of our commercial strategy is working at full capacity as we navigate our way out of the pandemic, and partner with industry-leading expertise. We know that Two Circles brings that to the table, and I am excited to be working with them.”

Gareth Balch, Two Circles co-founder and CEO, added, “Athletics is a sport that inspired our company name, and this is a hugely important new partnership for both myself and our team. All commercial and fan data we have analysed related to athletics in the UK shows that there are massive peaks and wide appeal, but its potential isn’t being fully realised.

“Our ambition is to help the sport convert this into a greater frequency of large audiences engaging with the sport, and believe with our data-driven expertise we can help UKA deliver a commercial return that can be reinvested back into the sport, helping initiate a new era of growth for athletics.”