Dutch top-tier soccer's Eredivisie has extended its tie-up with Two Circles, the UK-based sports marketing agency.
Through a partnership renewal unveiled today (August 12), Two Circles continues as a league strategic partner, operating in the sectors of audience development and strengthening fan relationships with the league and its clubs.
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The two parties claim to have now created a "data-focused fan acquisition and retention strategy, underpinned by a cycle of analysis, automation, testing, and optimisation."
The initial multi-year deal between the league and Two Circles was announced in October 2021, with the agency having since worked on the Eredivisie's digital content and communication platforms to grow the property's audience. The two parties have referred to hyper-targeted weekly emails as a key innovation within the partnership to date.
This deal comes with the Eredivisie now entering a new media rights cycle – Disney-owned sports broadcaster ESPN announced a new domestic rights deal with the league last February, which comes into effect for the 2025-26 Eredivisie season.
The first games from the Eredivisie's new campaign took place on August 8.
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By GlobalDataThe league also has a title sponsor this coming season – the Dutch national lottery, VriendenLoterij – for the first time since 2005.
Saoed Habieb, the Eredivisie's database manager, said: "The previous cycle brought its challenges, earning our place in the digital football landscape and embedding a data-driven mindset within the league organisation, but with the start of a new media rights era and an updated partnership model, we're entering an exciting new phase.
"I'm pleased we're continuing this journey together with Two Circles."
Ralf Looze, a consultant at Two Circles, added: "As the league enters a new era with updated media rights and an evolved partnership model, our focus is on ensuring every interaction deepens fan relationships and drives long-term value for clubs, partners, and the league."
In terms of recent Two Circles activity, early June saw the agency partner with elite motorcycle racing series MotoGP.
That partnership is also aimed at growing the MotoGP fanbase, with a particular focus on the US and UK.
In April, meanwhile, Two Circles was appointed as the exclusive sponsorship agency for England's top-tier Women's Super League through 2028-29.
