World Rugby and Two Circles pen extension until 2029

World Rugby has renewed its partnership with London-based sports marketing agency Two Circles until the end of 2029.

The collaboration covers all World Rugby competitions, including  next year’s Women’s Rugby World Cup in England, as well as the men’s Rugby World Cup in 2027 and Women’s World Cup in 2029, which will both be staged in Australia.

World Rugby will also leverage Two Circles’ presence in key markets such as the UK, Australia, and the USA.

Since first partnering in 2018, Two Circles has delivered a customer relationship technology strategy for World Rugby.

The expanded agreement will see an increase of Two Circles’ services, including active sales representation for World Rugby’s sponsorship and digital rights.

Two Circles will work closely with World Rugby’s in-house commercial teams to support the renewal of existing partnerships, and the introduction of new agreements across World Rugby’s tournaments, media platforms and programmes.

The agency will also support World Rugby by building on the success of World Rugby’s global fan growth strategy through their leverage across marketing technology, content, campaigns, creative services and data capabilities.

Michel Poussau, Chief Revenue Officer at World Rugby, said, “Two Circles’ track record, creative approach and audience expertise are exactly what we believe is needed to support our growth strategy, as our sport becomes ever more global in scale and as our footprint more digital in nature.

“In partnership with Two Circles, we can significantly grow the commercial value of our rights and media channels – through Rugby World Cups, but also through rights we operate in the USA, via our RugbyPass platforms, and through underutilised commercial opportunities we see across the game.”

Gareth Balch, CEO & Co-Founder at Two Circles, added, “Our partnership has been focused on growing rugby fans and allowing that engagement to grow the value of this marvellous sport.

“World Rugby’s vision to own direct relationships that scale to drive global competitions, engage rugby fans with brands in innovative ways and create the biggest platform for consuming the sport is inspiring.”

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