Champions Trophy Appoint Two Circles
Customer data consultancy Two Circles, who specialise in enabling sports rights holders to drive commercial growth, has been appointed by the ICC Champions Trophy Local Organising Committee to develop the event’s ticket sales and marketing strategy.
The data driven strategy will profile existing and new cricket customer segments to identify who these customers are and the key barriers to purchase with the aim of targeting and personalising marketing activity.
Two Circles will operate a data warehouse which will capture ticket transactions and campaign results allowing measurement optimisation in real time.
Tournament director, Steve Elworthy commented: ‘The Olympics showed the importance of full stadiums and arenas to create the best atmosphere for top class sport. Cricket will take centre stage in 2013 and we have to plan ahead to take full advantage of this opportunity and promote what a great day out the ICC Champions Trophy will be with capacity crowds. We are extremely confident that working with Two Circles will enable us to achieve that goal.’
Gareth Balch, director of Two Circles added: ‘It is great to be given the chance to work on such an important global event and an exciting challenge for us. The new techniques and sophisticated tools that we will use to sell tickets should result in a groundbreaking approach to selling global tournament tickets. International cricket tournaments present a particularly unique challenge targeting the very wide range of fans that are passionate about the game.’
