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National Lacrosse League appoints Two Circles to drive business growth

The NLL is North America’s premier professional indoor lacrosse league and is the third most-attended professional indoor sports competition in the world. The League comprises 13 teams from across the United States and Canada, with expansion franchises from Halifax and New York joining from the 2019-20 season.

Working with its central Team Services function, Two Circles will help the NLL better understand its fans, its position within the North American sports market, and its product mix to help teams grow revenues through more effective sales and marketing strategies. This includes driving growth in overall attendance, ticket revenue and in the value of the league’s digital media rights portfolio.

Two Circles will also introduce leading technology in marketing to support and execute the NLL’s new data-driven approach.

“We’re delighted to be working with an agency with such a strong domestic and international track record,” said NLL Commissioner Nick Sakiewicz. “As the NLL continues to grow in popularity, there are huge business opportunities for our teams. Two Circles will play a central role in our ambitions to better understand who our fans are and what they want. We will then use that insight to drive greater fan engagement, improve the viewing experience and grow attendance.”

Sam Yardley, SVP Consulting at Two Circles, added: “The NLL has established itself as one of the world’s most popular indoor sports competitions, but we believe it has only scratched the surface with the growth it can drive in its business. We’re excited to be working with such an ambitious rights-holder and seeing the positive results of our partnership.”

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