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The Sport Industry Awards are the most prestigious commercial sports awards in Europe, and celebrate the sports clubs, teams, brands and agencies that ensure the industry continues to innovate and excel. Across 18 categories, the ATP, ATP Media, ECB, England Hockey, England Netball, European Tour, The FA, Formula One, ICC, The Jockey Club, LTA, Manchester United, MLB, … Continued
In 2018, HRI and Two Circles embarked on a pilot project to help HRI gain a better understanding of who customers of Irish racing are and what drives their relationship with the sport. The new partnership will build on this to understand and analyse fan experiences at HRI racecourses, rolling-out initiatives that improve the raceday … Continued
Terms of the agreement were not disclosed and subject to the regulatory approvals of the European Commission. Bruin’s investment will benefit Two Circles as the company broadens its offering to clients, continues to invest in its machine-learning-driven tech stack and looks to scale in new markets. WPP will continue to hold a minority stake in … Continued
The total attendance for professional UK sporting events2 will hit 75.1m in 2019, the highest on record and up on 74.6m in 2018. This means the UK tops the global country ranking of attendance-per-capita (1.15 in 2019), followed in second by Australia (0.96), the United States (0.92) and Ireland (0.78). Two Circles analysis also found … Continued
These drivers were then applied to the upcoming schedule to forecast attendances. In doing so, we have been able to identify the key drivers for strong attendances. Some may surprise you. 1) Investing in a team Red Sox owner John Henry says that while there’s “not a perfect correlation” between a bigger payroll and winning, … Continued
The conversation would’ve been very different in 1999, the last time the CWC final was played at Lord’s. The amount of ways we’d have been able to follow the action – both during the game and after – would have been sparse; live on TV, yes, but radio was the only option if you were on … Continued
Using its proprietary media-modelling techniques, developed helping over 100 of the world’s leading rights-holders drive commercial growth through their digital assets, Two Circles projects the global sports media rights market will be worth $60.9bn in 2024 – up from $48.2bn in 2019, a five-year growth rate of 29%. During this period, the value of live … Continued
Since 2017, OverTier has held the rights to operate NFL Game Pass in Europe (61 countries and territories), and over this period has introduced a suite of user-led product innovations to deliver a more personalised viewing experience – to more fans and across more platforms than ever. All marketing for OverTier is led by Two … Continued
Last season, they dropped below 70m for the first time in 15 years, and earlier this month we released projections that they’ll reach 68.8m by 2019 season-end – a 1.3% decrease on 2018. For many, this has added fuel to the argument that declining attendances are an indicator of baseball’s declining influence in North America. … Continued
Using its proprietary attendance-modelling, Two Circles found that MLB attendances are projected to decrease 1.3% on last year’s total league attendance of 69.7m1. However, average ticket price increases of 2.1% (from $32.29 in 2018 to $32.99 in 2019)2 mean that ticketing revenues will be up by a projected $19m league-wide in 2019 compared to 2018. … Continued
The number of hours spent by the average person1 playing2, watching3 and following4 sport globally will reach one hour 46 minutes per week in 2019. This is compared to one hour 26 minutes a week 10 years ago, representing an average growth rate of 1.8% year-on-year, or 22% across the decade. In the same period, global leisure time5 increased at … Continued
The season-ending Nitto ATP Finals are the ATP Tour’s crown jewel event, and feature the world’s best eight qualified singles players and doubles teams. The eight-day tournament, which will move to Turin from 2021, is one of the most attended sports events in the UK, and has boasted an average attendance of more than 250,000 … Continued
Collectively, sports rights-holders’ sponsorship assets are worth £49bn (€57bn) globally. However, due to unsold inventory, unreported engagement and outdated asset-packaging, this means rights-holders will miss out on £14bn (€16bn) in unrealised revenue in 2019. “Most rights-holders continue to package and sell sponsorship just as they did 20 years ago – offering brand exposure through linear broadcast coverage as the … Continued
As a marketing platform to reach on-scale, audiences in real-time, sport is unrivalled. After all, no other form of entertainment produces the moments of major cultural significance that sport does, nor the global, highly and emotionally engaged audiences from such a diverse set of demographics. And in a world where brands are striving for greater … Continued
Sports rights-holders already have multiple channels through which they can deliver authentic physical and digital campaigns for brands, putting them a step ahead of traditional media investment. By properly integrating digital into their sponsorship proposition – and recognising the value sponsorship is delivering using sophisticated, but simple-to-digest, evaluation metrics – rights-holders will drive a growth … Continued
The ECB was victorious in the Fan/Community Engagement category for Player Comms – the data-driven content marketing platform created and activated with Two Circles to increase engagement and playing frequency in grassroots cricket. The judges said they were “impressed by the relevant use of technology and CRM to create a well-packaged tool ideally suited for … Continued
The positive impact a governing body can have on its grassroots game through digital has been highlighted by Jesper Søegaard, Digital Commercial Manager at the DBU (Danish Football Association), in his interview with leading digital sports podcast SportsGeek. The DBU is one of Europe’s most digitally-advanced national governing bodies, using its media channels to deliver … Continued
The BTSIAs are the most prestigious commercial sports awards in Europe, and across 19 categories in 2019, ATP Media, Cricket World Cup 2019, ECB, England Hockey, England Netball, European Tour, Eurosport, The FA, Formula One, Goodwood, Harlequins, The Jockey Club, Liverpool, MCC, Limelight Sports, LTA, The Open, Premier League, Premiership Rugby, Table Tennis England and Wimbledon were … Continued
Changing media habits have forced the major leagues into their own version of the Innovator’s Dilemma: do they protect their media rights income by continuing to do linear TV deals, or do they serve their younger audience through digital innovation? The ‘traditional’ TV audience is eroding as viewers watch digitally and on-demand, and while viewership … Continued
Across Europe and North America, we have a full-time team of just under 200 people working with an international client base and using data to solve their commercial challenges. Our Analysts help make sense of the data our clients hold, turning this richness into compelling stories and actionable strategy. One week they’ll be analysing the data behind a client customer base, the next … Continued
