UK Athletics have announced a new partnership with award-winning and globally-acclaimed data management, technology solutions and insights company, Two Circles.

Two Circles, whose client base includes UEFA, Wimbledon, The Premier League and The Hundred amongst 150 globally, will use their unrivalled understanding of sports fan behaviour to help UKA develop and execute marketing strategies that drive commercial revenue growth across core areas of the business.

Two Circles will also provide UKA with proprietary data technology solutions; data-driven content and paid media support; and rights management services, including evaluating and enhancing existing apparel and merchandise partnerships.

Initially, Two Circles will focus on building and modernising the approach to ticketing strategies and fan engagement, including for the London Diamond League event.

Recently-appointed UKA CEO Jack Buckner, who has been instrumental in establishing the partnership, said: “Two 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.

“We 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.”

Gareth Balch, Two Circles co-founder and CEO who will be a familiar name to the sport having previously represented GB & NI over 800m, added:

“Athletics 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’t being fully realised.

“Our 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.”