Diamond League has chosen United Kingdom-based marketing company Two Circles to boost the future of its growth ahead of next year’s multi-city season series.
The commercial expansion firm started working with the international circuit in July and is set to support the league in its effort to push improved content and storytelling, brand development, fan engagement and strategy.
After pitching in on at least five of the final events to close the season, Two Circles will devise a bespoke plan to understand the distinct nuances of each meeting in order to sustain existing track diehards, while growing fan interest as a new audience converges onto the sport.
“The Diamond League is in a strong position globally, and our focus now is to build on that foundation and prepare for our next stage of growth,” league CEO Petr Stastny said. “We want to strengthen the series for our fans, our member events and our partners, and Two Circles brings the expertise and experience to help us realize that ambition.”
Two Circles was founded in 2011 and has extensive experience converting the needs of sports organizations into tailored strategies that tap into fan data, analytics, social media, higher ticket sales, sponsorship, media rights deals, steaming and licensing.
The firm has advised the BNP Paribas Nordic Open since 2019 and worked on campaigns for the NCAA College Football Playoff, IndyCar, Wimbledon, Liverpool FC and the NFL’s Game Pass International platform.
“The Diamond League has a significant opportunity to build on its position at the heart of global athletics, managing director of EMEA for Two Circles Tom McJennett said. “Our focus is to help maximize that opportunity by growing its audience, building deeper relationships with fans and translating that engagement into greater commercial value.”
Meanwhile, Two Circles says it delivers live production for over 10,000 events each annually but will first turn its attention toward Diamond League’s newer initiatives that will be introduced early next year and rolled out in time for the season, which begins on April 30, 2027 in Doha.
