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UK Athletics has partnered with data management, technology solutions and insights company, Two Circles.\u00a0<\/span><\/p>\n The partnership will see Two Circles provide the athletics governing body with proprietary data technology solutions, data-driven content and media support, as well as rights management services. Two Circles will focus on building and modernising ticketing strategies and fan engagement for events such as the London Diamond League.\u00a0<\/span><\/p>\n UK Athletics chief executive Jack Buckner said: \u201cTwo Circles are a proven success story in sports marketing, commercial strategy and fan engagement. I am delighted that we are able to work with them and that athletics will benefit from their track record.<\/p>\n \u201cWe have to ensure every aspect of our commercial strategy is working at full capacity as we navigate our way out of the pandemic, and partner with industry-leading expertise. We know that Two Circles brings that to the table, and I am excited to be working with them.\u201d<\/p>\n Gareth Balch, Two Circles co-founder and CEO, added: \u201cAthletics is a sport that inspired our company name, and this is a hugely important new partnership for both myself and our team. All commercial and fan data we have analysed related to athletics in the UK shows that there are massive peaks and wide appeal, but its potential isn\u2019t being fully realised.<\/p>\n \u201cOur ambition is to help the sport convert this into a greater frequency of large audiences engaging with the sport, and believe with our data-driven expertise we can help UKA deliver a commercial return that can be reinvested back into the sport, helping initiate a new era of growth for athletics.\u201d\u00a0<\/span><\/p>\n Two Circles also works with other organisations including UEFA, Wimbledon, the Premier League and The Hundred.<\/p>\n Image: Chau C\u00e9dric<\/a> on Unsplash<\/a><\/p>\n<\/div>\n