Eredivisie Appoints Two Circles To Drive D2C Growth

The Eredivisie, Dutch football’s top-tier domestic league, has announced a long-term partnership with Two Circles to develop direct relationships with its fanbase.

Using its strategic consultancy, marketing services and digital product development expertise, Two Circles will help the Eredivisie launch new digital content and communications platforms that will grow a direct and highly-engaged audience.

Two Circles will also deliver data-driven insight around fan behaviours and attitudes to help clubs direct their own commercial and fan engagement strategies, and new measurable and targeted digital sponsorship activations for brand partners.

The partnership was launched internally at the end of September at FC Utrecht’s Stadium Galgenwaard at an event attended by representatives of all 18 Eredivisie teams.

Saoed Habieb, Eredivisie Database Manager, said: “Our new data strategy is one of the pillars of our league’s new overall marketing strategy. We are very proud of the initiatives we’ve developed, with Two Circles, for the short and long term. We believe that the project will create added value to the propositions of the Eredivisie, our clubs and our partners.”

Niels Rudolphus, Lead Consultant at Two Circles, added: “As connectivity continues to grow globally and the channels sports properties use to reach their audiences are rewired, direct relationships with fans have become a valuable currency. The Eredivisie has huge potential to grow stronger engagement with fans, increase its understanding of Dutch football’s fanbase, and deliver greater value for clubs across a range of business lines.”

Sports marketing and data technology company Two Circles is the three-time Sport Industry Agency of the Year and celebrated its 10th anniversary this month. The company uses data to grow direct relationships between sports and fans, driving business growth for the world’s leading sports rights-owners including the NFL, Premier League, UEFA, F1 and Wimbledon.