The Diamond League athletics series has appointed UK-based sports marketing agency Two Circles to support its next phase of global audience and commercial growth.
Under the new agreement, Two Circles will work alongside the series and its 15 meetings across four key areas – content and storytelling, brand development, digital fan engagement and marketing, and commercial strategy – as it looks to convert growing fan interest into commercial growth.
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Specifically, the partnership will focus on growing audiences, strengthening fan relationships, and unlocking greater commercial value.
While the partnership was announced today, initial work between the pair began in July, which focused on establishing the foundations for future growth, with new initiatives to be introduced and scaled from the 2027 season.
Tom McJennett, managing director, EMEA at Two Circles, said: “The Diamond League has a significant opportunity to build on its position at the heart of global athletics.
“Our focus is to help maximize that opportunity by growing its audience, building deeper relationships with fans and translating that engagement into greater commercial value.”
The Diamond League brings together the world’s best track and field athletes across 15 one-day meetings across leading cities around the world, culminating with the Diamond League Final.
The Wanda Group, Infront's owner, also holds title sponsorship rights to the Diamond League, while international media rights distribution for the league is managed by commercial partner agency Infront, through a decade-long deal that began in 2020.
Petr Stastny, chief executive of the Diamond League, said: “The Diamond League is in a strong position globally, and our focus now is to build on that foundation and prepare for our next stage of growth.
“We want to strengthen the series for our fans, our member events and our partners, and Two Circles brings the expertise and experience to help us realize that ambition.”
Ahead of this year’s European swing, Infront unveiled a host of significant broadcast deals for the property, including tie-ups with SpoTV across Singapore, the Philippines, Indonesia, and Macau, TV2 in Denmark, and other new partners in the European markets of Bulgaria, Albania, Kosovo, and Belarus. A new agreement is also now in place in Mongolia.
Overall, Diamond League events throughout 2026 are viewable across more than 150 territories worldwide, through deals with over 50 broadcasters.
This year's Diamond League contains 15 meets, having started in May in Shaoxing, China. It is set to run through to the season finale in Brussels in early September.
For Two Circles, meanwhile, the new partnership adds to the agency’s growing list of clients, having most recently announced an agreement with the Swedish Basketball Federation to support the development of fan engagement and ticketing around the country’s national teams.
Earlier this year, Two Circles expanded its partnership with the Matchroom Multi Sport (MMS) organization, with a remit to help boost the reach of WNT.TV, the streaming platform of the World Nineball Tour (WNT) – which is run by MMS.
Other agreements secured by Two Circles this year include Squash Media and Marketing, the commercial arm of the Professional Squash Association, German soccer’s DFB, tennis’ ATP Challenger Tour, and the Mountain West collegiate conference, among others.
In February, Two Circles hired Melissa Chapman as its new group executive director for content to strengthen its offering and services.
Two Circles' content clients include English soccer's top-tier Premier League, the England and Wales Cricket Board, and the UK's iconic Wimbledon tennis championships.
