Two Circles Appointed By ICC Champions Trophy

Customer data consultancy, Two Circles, who specialise in enabling sports rights holders to drive commercial growth, has been appointed by the ICC Champions Trophy Local Organising Committee.  The appointment is indication of the strategic importance the Local Organising Committee is placing on creating great customer experiences for the cricket fan in 2013.

Two Circles will help develop a sophisticated ticket sales and marketing strategy for the ICC Champions Trophy 2013, the tournament which brings together the world’s best eight one day teams. The data driven strategy will profile existing and new cricket customer segments to identify who these customers are, what and when they will purchase and the key barriers to purchase allowing marketing activity to be targeted and personalised. Two Circles will operate a data warehouse which will capture ticket transactions and campaign results allowing measurement & optimisation in real time. The project is designed to create great customer experiences and achieve ticket sales targets.

Tournament Director, Steve Elworthy commented: “The Olympics showed the importance of full stadiums and arenas to create the best atmosphere for top class sport. Cricket will take centre stage in 2013 and we have to plan ahead to take full advantage of this opportunity and promote what a great day out the ICC Champions Trophy will be with capacity crowds. We are extremely confident that working with Two Circles will enable us to achieve that goal.”   

Gareth Balch, Director of Two Circles said, “The new techniques and sophisticated tools that we will use to sell tickets should result in a groundbreaking approach to selling global tournament tickets. International cricket tournaments present a particularly unique challenge targeting the very wide range of fans that are passionate about the game.”

Two Circles has worked very closely with major sports rights holders such as Manchester City, the England and Wales Cricket Board, Harlequins, Ascot Racecourse and the Youth Sport Trust.