Two Circles

📣 We’re delighted to welcome Cara Verwholt and Maxwell Miranda to the Two Circles North America Summit on 2 September, joining Brooks Ingram to dive into how NASCAR is building a more connected marketing engine by using data to understand demand. More to come next week!

Delighted to have joined this year’s Leaders in Sport Awards judging panel. Congratulations to everyone being recognised and shortlisted 👏 👏 Looking forward to seeing many of you at Leaders Week in October. Find out more here: https://bit.ly/4yQ6nuj

The 2026/27 Eredivisie CV season kicks off this Friday, and as a new campaign begins, we're also celebrating the renewal of our partnership as we head into our sixth season working together. The highest league in Dutch men's football has always backed new ideas. It's where "Total Football" was born, where young talent flourishes, and where innovation is essential to staying competitive. That philosophy has shaped our partnership since day one. When we started in 2021/22, we built from scratch, helping the Eredivisie create direct relationships with fans through our Audience Intelligence platform KORE. Our work supports a broader fan strategy, including audience growth, online behaviour and content preferences, and personalised fan engagement that creates value for clubs. That foundation has grown into: ⚽ A rich fan database connecting touchpoints from the Eredivisie App to ESPN Fantasy Voetbal and monthly campaigns delivered across the league and in collaboration with clubs. 📈 An acquisition, activation and retention engine that delivers record-breaking onboarding rates and a continuous flow of new fans into club ecosystems, where they follow personalised journeys and generate measurable value. 💬 Personalised fan communications at scale, with around 120 campaigns each season, tailored to individual supporter behaviours. Excited to head into season six together, to continue driving ambition and innovation, helping the Eredivisie know fans best.

Our Melbourne team came together this week, spending some time away from the office on the Gold Coast for Winter Fest. Days like this are a great opportunity to celebrate our people and spend time together away from the day-to-day. Thanks to Lisa Smith and David Straw for all the work that went into making the event such a success. Looking forward to doing it all again in North America next week! Onwards & upwards.

🏁 Great sponsorships deserve great measurement.   RTR Vehicles Motorsports had built one of motorsport's most engaged digital audiences, but traditional social reporting couldn't fully demonstrate the value being delivered to partners.   "We don't simply want to measure and log performance; we desire to understand what content creates the greatest value for our partners while continuing to engage fans. Two Circles gives us the data to identify trends and to make smarter commercial decisions with confidence." — Clayton Triggs, Commercial Director, RTR Vehicles Motorsports   Working with Two Circles and the KORE Hookit Sponsorship Intelligence platform, RTR gained real-time sponsorship insights that helped optimize content strategy, increase partner value and drive an additional 139 million video views in the year ending July 2026.   Our latest case study explores how RTR is turning social content into measurable commercial value. Read more here: https://lnkd.in/etZpi5c3

As college athletics grapples with NIL, revenue sharing, rising costs and shifting fan expectations, no single new revenue stream is going to be the answer. What matters is building an organization that can actually capitalize on every commercial opportunity in front of it.   In Part 2 of our three-part thought leadership series, we introduce a framework for the modern commercial model in college athletics, exploring: ✅ Building a commercial operating structure with clear ownership and accountability ✅ Turning disconnected fan data into a connected commercial advantage ✅ Creating integrated revenue strategies that go beyond traditional sponsorship models ✅ Developing the skills and culture needed to compete in a more commercial future Grounded in industry research and real-world examples, including the University of Utah's Crimson Brand Partners, this paper provides practical insight into how leading institutions are beginning to reshape their commercial organizations. Part 2, written by Nick Garner, Zack Sugarman and Doug Bell, now available here: https://lnkd.in/eiDfTsPk

🎟️Today's ticket is far more than entry to an event. It's the foundation for better fan experiences, more personalized engagement and smarter commercial decisions.   We're pleased to be featured in Sports Business Journal's Power Players: Ticketing, recognizing the organizations helping shape the future of the industry. 👏Congratulations to our very own Sam Yardley, Zack Sugarman and David Carvill, who are recognized in this year's feature.   We're excited to continue working with sports organizations around the world to grow audiences, unlock new revenue opportunities and create better experiences for fans.   Read the full feature: https://lnkd.in/dGHszT6a

👏 Well done to the 87 Two Circlers who were promoted in the first half of the year. We’re incredibly proud of your hard work and thank you for everything you’ve contributed!

⚽ The strongest clubs don’t just know who their supporters are. They build deeper, more meaningful relationships with them at every touchpoint. For Villarreal CF, that meant bringing together fan data from multiple third-party systems into one connected ecosystem. "Having one connected view of our fans has changed the way we think about engagement. Our supporters are at the heart of everything we do, and this project has given us the tools to truly know them wherever they interact with the club. What used to be fragments of information is now a single, living picture of our fanbase, and that's the foundation for everything we want to build next." — Miguel Torró Nadal, Commercial and Digital Strategy Manager, Villarreal CF Working with Two Circles and the KORE Audience Intelligence Platform, Villarreal CF integrated its database, email platform and single sign-on (SSO), creating a single view of every fan and growing its first-party database to more than 157,000 unique supporters. Our latest case study, One View. One Growing Fanbase., explores how the club is using connected fan data to deliver more personalised engagement and build the foundations for long-term growth. 🔗 Read more here: https://lnkd.in/ezRF4hTF