Aditya ChaudhuriDutch league to work with Two Circles to enhance fan engagement.
The Netherlands’ topflight of football, Eredivisie, has signed a deal with data-driven sports marketing agency Two Circles in an effort to grow engagement with its fan base.
The Dutch league will make full use of Two Circles’ strategic consultancy, marketing services and product development to grow direct relationships with the fans. The deal will also see Eredivisie launch a new digital content and communications platform to engage with its fans.
As part of the deal, Two Circles will also provide data-driven insights based on fan behaviours and attitudes, which will help the clubs build and develop their own commercial and fan engagement strategies.
Speaking about the deal, Niels Rudolphus, Lead Consultant at Two Circles, said:
“As connectivity continues to grow globally and the channels sports properties use to reach their audiences are rewired, direct relationships with fans have become a valuable currency. The Eredivisie has huge potential to grow stronger engagement with fans, increase its understanding of Dutch football’s fan base, and deliver greater value for clubs across a range of business lines.”
The deal comes after PricewaterhouseCoopers submitted a study in April which was commissioned by the Eredivisie itself. That study found that there were more than 8.2 million football fans in the Netherlands. The study also said that an average supporter dedicated almost 11 hours each week to the sport. Based on these statistics, the Eredivisie will hope that the new deal helps its clubs in building and growing their fan engagement.
Two Circles continues to grow its sports portfolio, having already signed up with the Premier League, UEFA, Formula One, Wimbledon and the National Football League.
