AVP partners with Two Circles to step up fan engagement

The Association of Volleyball Professionals (AVP) has partnered with sports marketing agency Two Circles in a move designed to deepen relationships with its current and potential fan bases.

The partnership will cover live events and other areas such as digital content, with Two Circles to support the US organisation’s expansion plans with its data-driven approach and market-leading products.

Two Circles will use insight around its relationship with beach volleyball audiences to increase fan engagement, optimise marketing and drive commercial growth in areas such as sponsorship.

Two Circles chief executive Gareth Balch said: “AVP is an ambitious rights-holder – and one that is committed to doing things differently and harnessing the power of the new digital landscape to take their amazing product to sports fans across the world. We’re excited to be working with such an innovative organisation and seeing the positive results of our data-driven partnership.”

Donald Sun, managing partner at the AVP, added: “We are thrilled with the results that they’ve already produced and believe that they will play a central role in our ambitions to grow both our business and understanding of who our fans are, and what shapes their relationship with beach volleyball at a much deeper level.”

Two Circles already holds partnerships with the NFL American football league and Major League Soccer, and is also supporting a joint bid from the US, Canada and Mexico for the 2026 Fifa World Cup football tournament.