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Two Circles takes on NFL digital ad sales brief

The two-year partnership will see Two Circles manage advertising sales across NFL.com, NFL App and NFL Fantasy in all markets outside the United States, China, UK, Ireland, and the DACH region (Germany, Austria, Switzerland).

By combining its digital ad sales expertise, data-driven insight into the commercial models of leading sports media businesses and experience selling sports’ unique engaged audiences to brands, Two Circles will help the NFL better exploit its large and growing international audience, driving digital ad revenue growth as a result.

Two Circles and the NFL have worked together since 2017, the agency providing an end-to-end marketing and data solution to help the league grow subscribers and platform usage for NFL Game Pass International, its premium subscription OTT service.

Sam Yardley, Two Circles Executive Vice-President (North America), said: “We’re hugely proud and excited to be expanding our relationship with the NFL, building on the work over the last four years taking NFL Game Pass to record numbers of fans internationally. In our experience even the leading sports media businesses can find significant growth across their digital ad inventory, and we believe we can help the NFL drive new commercial value from its sizeable and growing global audience.”

Max Boigon, Senior Director & General Manager, Direct to Consumer at the NFL, added: “We’re thrilled to expand our relationship with Two Circles and utilize their expertise to further our international advertising business. We’ve experienced tremendous growth across our international digital products, and look forward to partnering with Two Circles to capitalize on the opportunity.”

This month two NFL regular-season games are being played in London at Tottenham Hotspur Stadium, with the Atlanta Falcons defeating the New York Jets 27-20 on October 10 and Miami Dolphins taking on Jacksonville Jaguars on October 17.

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