Valencia C.F. and Two Circles Agree Partnership

Two Circles, the data-driven sports agency that specialises in driving commercial growth for sports rights holders, has been appointed by Valencia Club de Fútbol to play a role in improving the club’s marketing strategy.  The agency will use data to enhance the club’s understanding of its fans.

The club recognises the need to deepen its understanding of its customers and fans and to use that insight to improve its commercial performance. Two Circles will provide behavioural and attitudinal insight into Valencia C.F.’s fans, as well as multi-channel outbound marketing support. The ultimate objective of the project is to drive revenue growth through this data-driven approach.

Luis Vicente, Chief Revenue & Marketing Officer at Valencia C.F., said “In an important period for the club, this appointment is a very significant one. The way that we communicate with our supporters is profoundly important to us and Two Circles is helping Valencia C.F. improve the effectiveness of our marketing efforts.”

Gareth Balch, Director of Two Circles, said of the appointment: “This is a tremendously exciting project in prospect. Valencia C.F. is one of the largest and most successful clubs in European football, with a large amount of customer data at its disposal. With a better understanding of this data, we are confident the club will be able to deliver more effective fan engagement and increase its revenue. As an agency, we are relishing the challenges and opportunities that are being presented by our recent and rapid international growth.”