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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
Growth is being driven by the increasing dominance of sports programming on TV, which saw live sports provide 92 of the top 100 most-watched US broadcasts in 2018, and the ability of properties to better deliver engagement for brands through digital channels. However, despite this growth, Two Circles analysis found that sports properties’ sponsorship assets … 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
Using its proprietary media-modelling techniques, developed helping over 100 of the world’s leading sports properties 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 … 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
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
For many, this has added fuel to the argument that declining attendances are an indicator of baseball’s declining influence in North America. We, however, think differently: there’s a growing appetite for live experiences and through more intelligent product design and pricing – and more effective customer marketing – the league and its teams can grow … 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
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 recognizing 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 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 North America and Europe, we have a full-time team of just under 200 people working with an international client base and using data to solve their business 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 analyzing the data behind a client customer base, … Continued
Two Circles’ North American business is headed by Los Angeles-based SVP Consulting Sam Yardley, and clients in the region include the NFL, MLS, National Lacrosse League and New York Islanders. Two Circles CEO Gareth Balch said: “Today is an important milestone in our growth. In the last 12 months we’ve seen unprecedented interest in the … Continued
Don’t believe what you read: sports broadcasting is thriving – not dying Sam Yardley: How and on which platforms fans watch live sport has changed significantly over the last five years, testing all established media models. But Levy was bullish that the sports broadcast industry is “strong…and getting stronger” – and particularly given sports is … Continued
