Two Circles Appointed By Saracens

22 Aug 2018 | tshego

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Saracens has appointed Two Circles to instigate a new sales and marketing strategy as part of the club’s ambitious plans to grow its fanbase and reach.

The agency’s brief will include strengthening fan engagement and driving commercial growth across a range of revenue streams.

It follows several seasons of on-pitch success for Sarries’ men’s and women’s teams.

The appointment brings together the reigning Premiership Rugby Champions and two-time BT Sport Industry Agency of the Year, Two Circles, which recently revealed is own plans to expand in north America.

The data-driven sport specialist is set to head up all of WPP’s transatlantic rightsholder-facing business as part of the Group’s restructuring.

The new, three-year partnership will see Two Circles help Saracens grow revenues through more effective sales and marketing strategies, and introduce marketing-leading data management and visualisation technology to help execute the club’s new data-driven approach.

With Saracens now fully settled in to their Allianz Park home – and with plans for a new stand well advanced – this will include working with the club to consistently sell out the ground ahead of the development project.

Tim Hunt, CEO of Premier Team Promotions Ltd, the joint venture now overseeing Saracens’ commercial operations, commented on the move, saying: “It’s great to be working with Two Circles to further enhance our fan engagement and support our focus on growing our fanbase both in the UK and around the world. As we strive to replicate the success of the team on the pitch with our activity off it, I know Two Circles will be an integral part of our planning and execution.”

George Foster, Two Circles client services director, added: “We’re delighted to be partnering with a club that has such ambitious growth objectives. Saracens are investing heavily both on and off the pitch, and we see huge potential to strengthen fan engagement and boost commercial revenue – in particular across event day revenue streams including ticketing and hospitality.”

Saracens also recently revealed its appointment of M&C Saatchi Sport & Entertainment, a six-time winner of the BT Sport Industry Awards Agency of the Year, to a strategic marketing brief focussed on the club’s broader commercial portfolio.