The All England Lawn Tennis Club (AELTC) has appointed data-driven sports marketing agency Two Circles to help grow and strengthen relationships with their audiences as part of a new holistic Guest Relationship Programme.

The focus of the programme is to help the AELTC build a solid data management foundation to derive greater understanding of AELTC’s audiences and ultimately enhance guest experiences at every brand touchpoint, working alongside IBM, Official Technology Supplier to The Championships.

Two Circles will also support the activation of Wimbledon’s external brand positioning “In Pursuit of Greatness”, helping to facilitate the continued growth of one of sport’s most iconic brands.

Two Circles has a strong track record working with events and clubs across Europe and North America, partnering with sports organisations to increase engagement with their audiences through effective marketing, and was named Agency of the Year at the BT Sport Industry Awards last month for the second time in its five-year history.

The Championships has a huge global audience and the AELTC understands the importance of connecting with each of its guests at the right time, through the right channel to deliver a best-in-class fan experience. By deepening their understanding of Wimbledon’s audiences, the AELTC is aiming to create a more tailored communications offering and grow meaningful relationships across all platforms.

Alexandra Willis, Head of Communications, Content and Digital at the All England Lawn Tennis Club said: “This is an exciting time for tennis and for The Championships. Wimbledon engages with audiences worldwide and we want everyone to experience the best of The Championships, whether they’re sitting in Centre Court or are hundreds of miles away in their own living room.

“With people wanting to get closer to the action, it is more important than ever to understand our guests’ requirements, what content they want and how they want to consume it. Combining our award-winning digital work with IBM in collaboration with our work with Two Circles will help us understand how we can deliver this in the best possible way.”

Alex Gummer, Lead Consultant at Two Circles, added: “We are delighted to be working with the AELTC in support of their Guest Relationship Programme. Wimbledon is an iconic event and it is exciting to help the team at the AELTC understand their audiences at a deeper level, and plan experiences that help to bring the tradition and passion of The Championships to a global audience.”


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