European Leagues, the body which represents the continent’s top soccer leagues, has hired UK-based sports marketing agency Two Circles as its commercial advisory partner.
The partnership will see Two Circles work together with the European body to increase commercial opportunities for its member leagues as it looks to grow audiences and revenues, reach new fans, and strengthen fan engagement.
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European Leagues said: “This new partnership demonstrates once again the association’s unique position within the European football ecosystem – as the only organization of its kind to bring together domestic football leagues under one umbrella in Europe – to support and unlock incremental commercial value for its member leagues.”
Most recently, the European Leagues struck a multi-year betting rights deal with sports data and technology heavyweight Genius Sports, with the agreement covering 18 competitions, including top-tier leagues in the Netherlands, Denmark, Norway, Belgium, Greece, and Serbia.
The deal comes months after European Leagues announced Alberto Colombo as its new general secretary and managing director to succeed Jacco Swart, who stepped down in March.
The partnership, meanwhile, adds to Two Circles' growing list of clients, including the Dutch Eredivisie, England’s Women’s Super League, and elite motorcycle racing series MotoGP.
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By GlobalDataMore significantly, Two Circles is the exclusive sponsorship agency for pan-European soccer’s UEFA Women’s Football and the exclusive media sales agency for the UEFA Women’s Champions League for the 2025-30 commercial cycle.
That sponsorship program includes marketing rights for the 2029 UEFA Women’s Euro, the Women’s Champions League, UEFA Women’s Futsal Championship, the UEFA Women’s Under-19 and Under-17 Championships, and the #WePlayStrong marketing platform.
