AELTC appoints Two Circles to drive audience growth

Data-driven sports marketing agency Two Circles has been appointed by the All England Lawn Tennis Club (AELTC) to help grow audiences through a new guest relationship programme.

The AELTC, which organises the Wimbledon Championships, will benefit from building a solid data management foundation to understand its audiences and enhance guest experiences.

The AELTC also wants to create more tailored communications offerings and grow strong relationships with Wimbledon audiences.

Additionally, Two Circles will assist with Wimbledon’s external brand positioning, ‘In Pursuit of Greatness’.

“With people wanting to get closer to the action, it is more important than ever to understand out guests’ requirements, what content they want and how they want to consume it,” said Alexandra Willis, head of communications, content and digital at the AELTC.

“Combining our award-winning digital work with IBM (Wimbledon’s official technology supplier) in collaboration with our work with Two Circles will help us understand how we can deliver this in the best possible way.”

Two Circles has experience of increasing engagement via marketing through partnerships with sports organisations across Europe and North America.