All England Lawn Tennis Club Appoints Two Circles For Guest Relationship Programme

The All England Lawn Tennis Club (AELTC) has appointed data-driven sports marketing agency Two Circles to help grow and strengthen relationships with its audiences as part of a new guest relationship programme.

Two Circles with the England and Wales Cricket Board were winners of the inaugural Rights Holder Award For Best Activation of Assets at The UK Sponsorship Awards in March.  

The focus of the programme will be to help the AELTC build a solid data management foundation to derive greater understanding of AELTC’s audiences and ultimately enhance guest experiences at every brand touchpoint, working alongside IBM, Official Technology Supplier to The Championships.

Two Circles will also support the activation of Wimbledon’s external brand positioning ‘In Pursuit of Greatness’.

Alexandra Willis, Head of Communications, Content and Digital at the All England Lawn Tennis Club said: “This is an exciting time for tennis and for The Championships. Wimbledon engages with audiences worldwide and we want everyone to experience the best of The Championships, whether they’re sitting in Centre Court or are hundreds of miles away in their own living room.

“With people wanting to get closer to the action, it is more important than ever to understand our guests’ requirements, what content they want and how they want to consume it. Combining our award-winning digital work with IBM in collaboration with our work with Two Circles will help us understand how we can deliver this in the best possible way.”