World Rugby has extended its partnership with Two Circles and announced it is targeting new growth opportunities, specifically fan-centric global commercial revenue growth.
The Women’s Rugby World Cup England 2025 will be the first major rugby event under the new deal, which runs through to the end of 2029.
World Rugby Chief Revenue Officer Michel Poussau said of the deal: “World Rugby’s strategic purpose is to grow rugby worldwide by making it more relevant and accessible, growing our audience share with a super-competitive sports and entertainment marketplace.
Two Circles’ track record, creative approach and audience expertise are exactly what we believe is needed to support our growth strategy, as our sport becomes ever more global in scale and as our footprint more digital in nature. In partnership with Two Circles, we can significantly grow the commercial value of our rights and media channels – through Rugby World Cups, but also through rights we operate in the USA, via our RugbyPass platforms, and through underutilised commercial opportunities we see across the game.”
What Is The New Deal – Two Circles and World Rugby
The deal represents the first time that World Rugby has partnered with a single capability partner aimed at driving increased revenue growth for reinvestment in a growing, global sport said the governing body.
The deal between Two Circles and World Rugby will see an expansion of Two Circles’ bespoke services, including:
- Active sales representation for World Rugby’s sponsorship and digital rights
- Extending the service provider’s current successful role in growing the federation’s audience share globally.
- Increasing revenue growth focused on diversification, new markets and new audiences
- This covers World Rugby’s portfolio of competitions, media channels and content portfolio globally, leveraging Two Circles’ presence and capabilities in key hosting and growth markets for rugby, including the UK, Australia and USA (the hosts of the next three Rugby World Cups).
- Two Circles continues to support across marketing technology, content, campaigns, creative services, and data capabilities.
The deal announcement said, “Two Circles will also leverage its consumer funnel expertise to offer audience-led propositions to prospective brand partners, earmarked to deliver both transformation and significant growth within World Rugby’s sponsorship and digital models.”
Gareth Balch, CEO and Co-founder at Two Circles commented: “Our partnership has been focused on growing rugby fans and allowing that engagement to grow the value of this marvellous sport. World Rugby’s vision to own direct relationships that scale to drive global competitions, engage rugby fans with brands in innovative ways and create the biggest platform for consuming the sport is inspiring.”
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