National Lacrosse League brings in Two Circles to assist with growth
Two Circles, the UK-based data-driven agency, said today that it has secured a new commission in North America after being appointed by the National Lacrosse League to contribute to a new growth strategy.
The NLL, the continent’s leading professional indoor lacrosse league, has tasked the agency with increasing its understanding of its fans, its position in the sports market and its product mix to enable the teams to increase revenues through more effective sales and marketing initiatives.
The objectives are to drive growth in overall attendance, ticket income and the value of the league’s digital media rights.
The support from Two Circles, which is owned by GroupM, the international media investment management arm of advertising giant WPP, will include the integration of new technology in the NLL’s marketing operations to reflect the data-led approach.
The NLL presently comprises 13 teams based in USA and Canada, and is set to expand to 15 in the 2019-20 season with the addition of expansion franchises in New York and in Halifax in Nova Scotia, Canada.
Nick Sakiewicz, the league’s commissioner, said on Wednesday: “We’re delighted to be working with an agency with such a strong domestic and international track record, As the NLL continues to grow in popularity, there are huge business opportunities for our teams. Two Circles will play a central role in our ambitions to better understand who our fans are and what they want. We will then use that insight to drive greater fan engagement, improve the viewing experience and grow attendance.”
Sam Yardley, SVP Consulting at Two Circles, added: “The NLL has established itself as one of the world’s most popular indoor sports competitions, but we believe it has only scratched the surface with the growth it can drive in its business. We’re excited to be working with such an ambitious rights-holder and seeing the positive results of our partnership.”
The NLL joins the agency’s other North American clients that include American football’s NFL, Major League Soccer, beach volleyball’s AVP and soccer club FC Cincinnati, plus established partners in Europe such as the Premier League, Uefa, the Wimbledon tennis championships and golf’s British Open.