Elite motorcycle racing series MotoGP has partnered with commercial agency Two Circles with the aim of enhancing fan growth in prominent international markets.
With a focus on the US and UK, Two Circles will collaborate to deliver a “redefined” content strategy aimed at broadening the sport’s fan base and increasing engagement.
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Two Circles will work end-to-end from ideation through execution and will provide data-driven insights for MotoGP to aid the fan growth.
Kelly Brittain, MotoGP's global marketing managing director, said: “It’s about delivering meaningful, measurable growth. We’ve known for some time that markets like the US and UK have huge untapped potential, and the Two Circles research highlighted this further.”
In the UK, the series is broadcast by pay-TV heavyweight TNT Sports, while earlier this year, media giant Fox snapped up the rights in a last-minute deal.
Brittain, who was hired to lead MotoGP's marketing last September, added: “We needed the right partner to help us engage them, not just with more content, but the right content. Two Circles is best-in-class when it comes to growing fandom. This partnership is about action, not words.”
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By GlobalDataMoe Hamdhaidari, director at Two Circles, added: “MotoGP is already one of the most thrilling sports in the world, but there’s still huge growth potential in key fan markets.
“We’re incredibly excited to help the team at MotoGP take this next step, using data-driven insight and bold creative thinking to reach and resonate with a whole new generation of fans.”
This is the latest in a string of new partnerships for Two Circles, which has markedly expanded its international business in recent months.
Most recently, the firm was appointed as the exclusive sponsorship agency for English soccer's top-tier Women's Super League, through 2028-29.
In late March, Two Circles was hired to distribute and market the media rights (internationally) for French men's rugby union's top two divisions under a seven-year deal with the LNR organizing body.
The UK-based agency was also brought in as a partner of the Cricket Australia governing body last month.
