Saints Extends Partnership With Two Circles To Drive Growth

Data-driven sports agency, Two Circles has expanded its role with Southampton FC in a multi-year partnership to assist the club enhance fan engagement and increase commercial performance across all match-day revenue streams, including season tickets, hospitality and online retail.

The announcement follows a strong season both on and off the pitch for Saints, resulting in the highest season ticket sales at St Mary’s for almost a decade – increasing 19% from 2014 – driven via the club’s stat-inspired ‘Be In That Number’ campaign. With the club currently aiming for a place in the UEFA Europa League group stages, Saints is looking to develop its international footprint having already doubled the size of its domestic fan base. This has been made possible through a deeper level of customer insight over the past 12 months, allowing the club to further understand its fans’ habits and to tailor its communications to them, as well as increasing engagement.

Kate Tarry, Marketing Director at Southampton Football Club, said: “Two Circles has become a valuable extension to our team. The team’s expertise and experience provides us with customer insight that has allowed us to increase our understanding of our fans and develop a more effective marketing strategy. This has enabled the club to operate more efficiently and has already generated tangible returns.”

Ben Woods, Lead Consultant at Two Circles, added: “We are looking forward to building our relationship with Saints and helping the club get even closer to all of its supporters. Southampton FC is a progressive, ambitious club with strong values, making it the perfect partner for us to help deliver success and achieve their goals – both on and off the pitch.”

Two Circles, recent winners at the 2015 Brand Republic Digital Awards, has been supporting clients build stronger relationships with their customers and enabling them to drive commercial growth since 2011. The business, now part of ESP Properties, is currently working with professional football clubs in all major European markets.