Swedish Basketball Federation and Two Circles Join Forces to Enhance the Fan Experience Around the National Teams

The Swedish Basketball Federation and international sports marketing business Two Circles are entering into a partnership to further develop fan engagement and ticketing around Sweden’s national basketball teams. The aim is to create an even better experience for fans and visitors, strengthen relationships with audiences, and reach more basketball fans across the country.

The partnership will cover the national teams’ qualifying games over the coming year, as well as the group stage of FIBA Women’s EuroBasket 2027 in Stockholm. Together, Swedish Basketball and Two Circles will develop their work across areas including audience insights, data analysis, marketing, ticket sales, and communications.

The partnership begins at a time when interest in Sweden’s national basketball teams continues to grow. One recent example is the men’s national team’s FIBA Basketball World Cup qualifier against France in Stockholm, where strong ticket demand led to the game being moved to Avicii Arena, allowing more fans to experience the national team live.

Peter Öqvist, Secretary General, The Swedish Basketball Federation, “Interest in our national teams has grown significantly in recent years, and we are seeing increasing engagement around Swedish basketball. We now want to take the next step and become even better at understanding our audiences, reaching new target groups, and building long-term relationships with the people who follow our national teams. Ultimately, it is about creating an even better experience for our fans – from the first interaction and ticket purchase through to the arena visit and the overall game-day experience. We believe Two Circles can bring valuable expertise and experience to help us achieve this.”

Through the partnership, Swedish Basketball aims to gain a deeper understanding of audience needs and behaviours. The ambition is to develop the entire fan journey – from how people discover information about games and purchase tickets to how relationships with fans can be strengthened before, during, and after events, using those insights to reach more people and drive greater engagement with the national teams.

The partnership will also enable new approaches and methods to be developed and evaluated continuously throughout the national teams’ qualifying games. The learnings will form an important part of preparations for FIBA Women’s EuroBasket 2027, when Stockholm will host Sweden’s group-stage games.

Manfred Aronsson, Director at Two Circles, “Swedish Basketball has built strong engagement around its national teams, and there is a significant opportunity to build on that momentum. By understanding its audiences better and using those insights to make communications and experiences more relevant, we can help bring more fans closer to the national teams and build stronger relationships with existing supporters. FIBA Women’s EuroBasket 2027 is an important milestone, and in the longer term the ambition is to build the audience knowledge and capabilities that will help Swedish Basketball know fans best, grow its audiences and create value long after the championship has ended.”

For further information contact:
Eliza MacQuillan
Communications Manager
+44 7938912705
eliza.macquillan@twocircles.com