The Two Circles agency has been brought in as a partner of the Cricket Australia (CA) national governing body.
The two organizations will work on enhancing and amplifying CA’s commercial approach, driving sustainable revenue growth, and maximizing the sport’s reach.
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The two organizations first worked together in 2017, and since then Two Circles has been involved in helping CA seal several commercial deals.
The agency also opened an office in Melbourne in early 2023, through the acquisition of Australian technology firm Codeware (which at that point counted CA as a client).
The new partnership will aim to “ensure CA is maximizing ever-increasing commercial opportunities domestically, around the world, and in the digital space.”
Ed Sanders, CA's chief commercial officer, will lead the partnership, alongside Two Circles’ new sales director in Australia, Rod Woodford.
The last home Australian cricket season brought in high engagement numbers (viewership, digital engagement, and in-stadia attendances), through tours by the Indian men’s team and the England women’s team.
Current top-tier CA commercial partners include CommBank (although that long-term deal will end this June), Woolworths, Weber, KFC, Toyota, and Bet365, while NRMA Insurance is the naming rights partner for home test series.
Reports over the last few months have suggested that Australian banking giant Westpac is due to replace CommBank.
Nick Robbins, Two Circles’ managing director for EMEA and APAC, commented: “Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed’s transformational vision.
“Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world-leading brands closer to cricket fans.”
Sanders added: “With Two Circles’ expertise and dedicated team, we’re committed to unlocking new opportunities and working closely with them to drive the next phase of growth for Australian Cricket.”
Two Circles, in terms of its current activity, is in charge of selling broadcast and commercial rights for the 2025-30 cycle of European soccer's UEFA Women’s Champions League, following a tie-up with UEFA last June.
A broadcast rights tender for that competition, across Europe and Asia, was conducted in January.
The agency, meanwhile, is also a strategic partner of the Grand Slam Track athletics property created by Michael Johnson, set to launch next month, and has been brokering the league’s broadcast deals to this point.
