Two Circles, the international sports agency, has hired experienced commercial executive Lars Stegelman to lead its new office in Germany as the company expands into a new market.
The firm has also appointed 20 senior consultants, with the team to be headed up by Stegelman at the agency’s new base in Cologne.
Two Circles said the move represents the “next stage of its international expansion.”
The company stated this latest development “aims to revolutionise the landscape for rights owners and brands in the country, for both German-based organisations looking to grow globally and for international organisations looking to activate in the region.”
The 20 senior consultants have national and international experience working with brands and rights holders such as P&G, Henkel, Nestlé, BMW, Zurich Insurance, Julius Baer, FIFA, Formula 1, and Formula E.
The team will be led by Stegelman, as well as strategy consultants and data specialists Sebastian Kurczynski and Jan Dreisbach.
They will be supported by Kristian Gotsch, managing director EMEA at Two Circles, and client service director Bettina Baer.
Stegelman will serve as director of marketing and consulting.
He was most recently head of commercial for the Visa Cash App Formula 1 team for 18 months.
Stegelman’s experience in sports, media, and entertainment business spans several roles, including Nielsen Sports, Formula E, FIFA and UEFA.
The Cologne office is Two Circles’ ninth global hub, with locations across Europe, North America, and Australia.
Gareth Balch, co-founder and chief executive of Two Circles, said: “Germany is a country full of passionate sports fans, where a more personalised, data driven approach can unlock greater returns.
“We want to help make that happen and welcoming our new Two Circlers will enhance our ability to continue supporting global rights owners in growing and engaging with fans across Germany.
“Our expansion here is a testament to our strong growth ambitions, and we are far from done.”
Stegelmann added: “The opportunity for growth in Germany is immense. Not only are we supporting fantastic German organisations domestically, but we’re also leveraging Two Circles’ global expertise to grow audiences and value on an international scale.
“I’m thrilled to be joining a team of experts who have a proven track record with leading rights owners and brands, and I’m excited to bring our unique proposition to the German market.”
Two Circles has secured several key contracts in recent months, after being appointed to sell commercial and media rights for UEFA European women’s soccer, for the 2025-30 cycle, and becoming the main sponsorship and digital sales agency for World Rugby in an expanded tie-up.
