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Eredivisie appoints Two Circles to drive D2C growth

Posted on September 30, 2021 By Matt Cutler

The Eredivisie, Dutch football’s top-tier domestic league, has announced a long-term partnership with Two Circles to develop direct relationships with its fanbase

Using its strategic consultancy, marketing services and digital product development expertise, Two Circles will help the Eredivisie launch new digital content and communications platforms that will grow a direct and highly-engaged audience.

Two Circles will also deliver data-driven insight around fan behaviours and attitudes to help clubs direct their own commercial and fan engagement strategies, and new measurable and targeted digital sponsorship activations for brand partners.

Saoed Habieb, Eredivisie Database Manager, said: “Our new data strategy is one of the pillars of our league’s new overall marketing strategy. We are very proud of the initiatives we’ve developed, with Two Circles, for the short and long term. We believe that the project will create added value to the propositions of the Eredivisie, our clubs and our partners.”

Niels Rudolphus, Lead Consultant at Two Circles, added: “As connectivity continues to grow globally and the channels sports properties use to reach their audiences are rewired, direct relationships with fans have become a valuable currency. The Eredivisie has huge potential to grow stronger engagement with fans, increase its understanding of Dutch football’s fanbase, and deliver greater value for clubs across a range of business lines.”

The partnership was launched internally at the end of September at FC Utrecht’s Stadium Galgenwaard at an event attended by representatives of all 18 Eredivisie teams.

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