Two Circles expands into Germany

Two Circles has announced the next stage of its international expansion, with a new move into Germany. This latest development aims to revolutionize the landscape for rights owners and brands in the country, for both German-based organisations looking to grow globally and for international organisations looking to activate in the region.

The new Cologne-based office will serve as a hub of fan-first innovation and excellence, assembling a team of dedicated experts with decades of experience in delivering world-class results through premium strategic services for global brands and rights owners.

The expansion sees the appointment of 20 senior consultants with extensive national and international expertise in working with brands and rights holders such as P&G, Henkel, Nestlé, BMW, Zurich Insurance, Julius Baer, FIFA, Formula 1, and Formula E.

The new team is led by experienced marketing expert Lars Stegelmann, whose experience in sports, media, and entertainment business spans several roles, including Nielsen Sports, Visa Cash App RB Formula One Team, Formula E, FIFA and UEFA, and strategy consultants and data specialists Sebastian Kurczynski and Dr. Jan Dreisbach. They will be supported by existing Two Circlers, Kristian Gotsch, Managing Director EMEA at Two Circles, and Bettina Baer, Client Service Director.

The Cologne office is the latest milestone in Two Circles’ global expansion, marking its ninth office worldwide, with locations across Europe, North America, and Australia.

Gareth Balch, Co-founder & CEO of Two Circles, explained: “Germany is a country full of passionate sports fans, where a more personalised, data driven approach can unlock greater returns. We want to help make that happen and welcoming our new Two Circlers will enhance our ability to continue supporting global rights owners in growing and engaging with fans across Germany.

“Our expansion here is a testament to our strong growth ambitions, and we are far from done.”

Kristian Gotsch, Managing Director, EMEA at Two Circles, commented: “We’ve been working in Germany for some time now, building brilliant relationships and delivering exceptional results. But with our new team on the ground, we’re taking our approach to a whole new level. We are not just opening an office to be another agency in the market, we’re here to change the game.”

Lars Stegelmann, Director, Two Circles, said: “The opportunity for growth in Germany is immense. Not only are we supporting fantastic German organisations domestically, but we’re also leveraging Two Circles’ global expertise to grow audiences and value on an international scale. I’m thrilled to be joining a team of experts who have a proven track record with leading rights owners and brands, and I’m excited to bring our unique proposition to the German market.”

Founded in 2011 as a market leader in data-driven sports, Two Circles knows fans best by connecting the 1.2bn data records analysed every year and the 400m sports fans it speaks to every day on behalf of clients. Two Circles will continue to grow the value of sports for brands and rights owners alike, delivering long-term, transformative partnerships with the likes of Wimbledon, Premier League, DFB, UEFA, Juventus Turin, Ryder Cup, Paris 2024, EA SPORTS, F1 and World Rugby.