Surrey and Two Circles build on growth with long-term renewal

English county cricket club Surrey has renewed its long-term partnership with data-driven sports marketing agency Two Circles.
The new deal, announced ahead of the start of the 2016 English cricket season, will see Two Circles take on an expanded role, using customer insight to drive growth across more areas of Surrey’s business as the Oval prepares for the 2017 ICC Champions Trophy, and ICC Cricket World Cup and Ashes in 2019.

In particular, Two Circles has been tasked by Surrey to help improve customer experience and diversify the club’s audience, whilst growing the tribalism and belonging of Surrey fans and members.

Working closely with Two Circles, Surrey achieved a record year in 2015 with overall gate receipts increasing by 26%. The club also achieved a sell-out Ashes test, increased membership by 17%, and saw a 25% year-on-year increase in NatWest t20 Blast ticket sales.

“We’re delighted by this year’s results and pleased to cement our long-term relationship with Two Circles,” said Surrey Chief Executive Richard Gould. “Their expertise has helped us accomplish the growth that we set out to achieve, and their actionable customer insight has allowed us to create a tailored communication strategy, which has driven commercial success.”

Gareth Balch, Managing Director at Two Circles, added: “We’re proud to be extending our partnership with Surrey, and looking forward to helping the club achieve its ambitious plans for the future.”