Two Circles Delivers British Eventing Insight
Data-driven sports marketing agency Two Circles has unveiled new data insight that highlights the opportunities for brands across British Eventing, as the governing body enters into “a new commercial era”, according to its chief executive David Holmes.
As part of the process, Two Circles analysed over 850,000 pieces of audience data, including ticket purchasers and digital users.
The research highlights an over-indexing in affluent demographics and further confirmed British Eventing’s predominately female market, making up 75% of their audience. Furthermore, 54% are from the most upmarket household classifications where trends include more rural living, higher rate of travel, owning more cars per household and spending more on high-quality electronics than the UK average.
“Brands are increasingly demanding an in-depth understanding of their target audience when making sponsorship decisions,” said British Eventing chief executive David Holmes. “We are entering a new commercial era where we are looking to demonstrate greater value to our current partners and open up the sport to new brands; brands that are seeking new and unique content options targeted to a relevant audience, which makes this research, and its findings, critical.”
Jake Jones, lead consultant at Two Circles, added: “Eventing is a classic example of a sport that has a huge amount of hidden assets waiting to be uncovered. Now, armed with this new data-driven understanding of its audience, we are confident British Eventing is in a position to develop genuinely outstanding and measurable commercial opportunities for major brands.”
Two Circles was named Agency of the Year for the second time at the BT Sport Industry Awards 2017 in April.
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