AVP brings in Two Circles to boost fan engagement
USA's Association of Volleyball Professionals, which organises the beach volleyball series, has appointed Two Circles, the UK-based, data-driven agency that is part of WPP’s ESP Properties.
Two Circles will be tasked with improving AVP's relationship with current fans and engage new ones across live events and other platforms, such as digital content.
Its job will be to increase fan engagement, optimise marketing and drive commercial growth in areas such as sponsorship.
Donald Sun, managing partner, AVP, said: “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.”
Gareth Balch, chief executive of Two Circles, added: “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.”
Late last year, AVP announced it was going direct to consumers by signing a three-year global media rights deal with Amazon.
Amazon Prime Video, the subscription service, will have worldwide distribution rights, excluding China, to the AVP Pro Beach Volleyball Tour, which stages events across the country between May and September.
The agreement includes live coverage of main draw matches from each tour stop until the end of the 2020 season, with the men’s and women’s finals to be streamed to viewers outside USA, and one final match per event to Prime members in USA, supplementing coverage on national network NBC.
In addition to live AVP coverage, Prime members will have on-demand access to completed matches, including all finals, highlights and additional content.