Two Circles, the UK-based sports marketing agency, has been appointed by the Swedish Basketball Federation to support the development of fan engagement and ticketing around the country’s national teams.
The partnership will cover the national teams’ qualifying games over the coming year, as well as the group stage of the 2027 FIBA Women’s EuroBasket in Stockholm.
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Swedish Basketball and Two Circles will work together across areas including audience insights, data analysis, marketing, ticket sales, and communications.
Peter Öqvist, secretary general of the Swedish Basketball Federation, said: “Interest in our national teams has grown significantly in recent years, and we are seeing increasing engagement around Swedish basketball.
“We now want to take the next step and become even better at understanding our audiences, reaching new target groups, and building long-term relationships with the people who follow our national teams.
“Ultimately, it is about creating an even better experience for our fans – from the first interaction and ticket purchase through to the arena visit and the overall game-day experience. We believe Two Circles can bring valuable expertise and experience to help us achieve this.”
Through the tie-up, Swedish Basketball aims to “gain a deeper understanding of audience needs and behaviours” as it seeks to drive greater engagement with the national teams.
The aim of the partnership is also to “enable new approaches and methods to be developed and evaluated continuously throughout the national teams’ qualifying games.”
Manfred Aronsson, director at Two Circles, added: “Swedish Basketball has built strong engagement around its national teams, and there is a significant opportunity to build on that momentum.
“By understanding its audiences better and using those insights to make communications and experiences more relevant, we can help bring more fans closer to the national teams and build stronger relationships with existing supporters.
“FIBA Women’s EuroBasket 2027 is an important milestone, and in the longer term the ambition is to build the audience knowledge and capabilities that will help Swedish Basketball know fans best, grow its audiences and create value long after the championship has ended.”
In terms of recent activity, Two Circles last week expanded its partnership with the Matchroom Multi Sport (MMS) organization.
The expansion focuses on Two Circles helping to boost the reach of WNT.TV, the streaming platform of the World Nineball Tour (WNT) – which is run by MMS.
