Interview: “The sooner we stop referring to ‘digital’, and we just become native with it, the better”

20 August 2020

Saints
Photo: PA Images “Southampton are a great example of one of the more innovative football clubs who are punching above their weight commercially,” says Two Circles co-founder and CEO Gareth Balch.

The data-driven sports marketing agency Two Circles is seeing growing demand from clubs who want to market to their fans more effectively.

 It is a sign of the increasing push towards digital in football, which will happen more quickly now due to the impact of coronavirus, believes Two Circles co-founder and CEO Gareth Balch.

As well as some of Europe’s elite clubs, Southampton have shown how data-driven activations, with digital assets at the core, can boost sponsorship revenue. 

As football plans for the return of spectators in a post-Covid world, an intelligent use of data can also significantly increase income by having a one-to-one relationship with everyone in the stadium, says Balch.

But digital ways of working need to become second nature for clubs if they are to adapt successfully, he advises.

Jonathan Dyson dyson@offthepitch.com

Football’s digital transformation is set to accelerate due to the impact of Covid-19, but clubs must change their mindsets if they want to reap the rewards, according to Gareth Balch, co-founder and CEO of the sports marketing agency Two Circles.

The company, which has offices in London, New York, Los Angeles and Bern, aims to help sports organisations leverage their data in order to boost audience engagement and increase revenues.

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