17th July 2015
Wasps expands Two Circles role to drive growth
Wasps, the professional rugby union club and owner of the Ricoh Arena, one of the UK’s leading sports, business and entertainment arenas, has extended its relationship with Two Circles, the data-driven sports agency, who will play a key role in helping Wasps achieve their goal of re-establishing themselves as one of the major clubs in Europe.
Wasps recently made their ambitions clear through the move to the Ricoh Arena in Coventry, where they are able to build a sustainable business and grow their fan-base. Two Circles will have a significantly expanded remit to provide insight across all of the club’s interests including match day, hospitality, conference and event facilities at the Ricoh Arena.
Two Circles has been a trusted partner of Wasps since 2013, with the relationship helping the club gain a deeper insight into their supporters and driving engagement, with the ultimate aim of providing first class customer experience and generating commercial growth.
Wasps’ move to Coventry in December 2014 has provided the club with greater financial stability and improved commercial opportunities. The move to the Ricoh Arena has seen average attendances treble, with over 170,000 tickets sold, and the 2014/15 season culminating in a sell-out crowd of over 32,000 against Leicester Tigers.
David Armstrong, Group Chief Executive, Wasps, said, “The work Two Circles has done for us over the last two years has been invaluable in helping us reach where we are now. Since our move to Coventry, we have been thrilled with the results we have achieved, particularly with regard to crowd attendances, and Two Circles has been a key part of this success. The next period will involve exciting new and varied challenges across different aspects of our business.”
Fiona Breeden, Lead Consultant at Two Circles, added: “This has been an extremely exciting project for us. The opportunities and challenges for Wasps are extending beyond match day revenue and allow them to focus on new areas of business within the broader stadium offer. It is a great example of what forward thinking sports teams are doing to increase their business interests and turnover for long-term sustainability and success.”
Two Circles, BT Sport Industry Awards Agency of the Year in 2014 and winners, in partnership with the England and Wales Cricket Board, at the 2015 Brand Republic Digital Awards, has been supporting its clients build stronger relationships with their customers and drive commercial growth since 2011. Two Circles, now part of ESP Properties, a WPP company, works with rights holders to help them gain a richer picture of their customers. The extended partnership with Wasps will allow the club access to an even wider range of expertise through the WPP relationship and gain insight into all customers of the rugby club and the Ricoh Arena.