AZ Alkmaar engage Two Circles to drive commercial growth

Dutch soccer club sign marketing partnership with data-driven sports agency.

AZ Alkmaar engage Two Circles to drive commercial growth

Top-flight Dutch soccer side AZ Alkmaar have appointed Two Circles to help them drive commercial growth through improved fan insight.

Two Circles will primarily be tasked with helping the Eredivisie outfit develop a better understanding of their fanbase, both in the North Holland region and beyond. The sports marketing agency will use insight around fan data to enable the club to be more personalised, intimate and engaging in all forms of digital communications, with a particular focus on ticket sales for matches at the team’s AFAS Stadion.

Two Circles is also a partner of another Eredivisie side, FC Utrecht, along with Spanish outfit Valencia and England’s AFC Bournemouth. The length and financial terms of the agreement with AZ Alkmaar were not disclosed.

Robert Eenhoorn, AZ Alkmaar’s managing director, said: “AZ is an ambitious club and we want our marketing approach to reflect our on-the-pitch ambitions. We are delighted to be working with Two Circles and using fan insights we haven’t had previously to drive commercial decision-making across our various business areas.”

Kristian Gotsch, client services director for Two Circles, added: “AZ is a club with considerable growth potential, and a commitment to using data to inform decision-making already permeates across the business. We are looking forward to using our experience from European football to help AZ get closer to its passionate fanbase and achieve its commercial goals.”

AZ Alkmaar are third in the Eredivisie, and will return to action following the league’s winter break when they travel to play FC Utrecht on Friday.