Two Circles

🏒 The most valuable sponsorship assets are not always the ones generating the most revenue. If you work in sponsorship, this challenge will likely sound familiar as understanding what an asset is truly worth, how it should be packaged, and the role it can play in a broader commercial strategy is something every team wrestles with.   For the Minnesota Wild, that meant taking a closer look at one of the National Hockey League (NHL)'s most visible sponsorship assets: the helmet decal.   “Understanding the value of an asset is one thing. Understanding how to package it, position it, and take it to market is another. Two Circles helped us quantify the opportunity and develop a strategy to maximize its commercial potential.” - Carin Anderson, SVP, Corporate Partnerships and Retail Management.   Working with Two Circles and the KORE Intelligence Platform, the Wild benchmarked helmet sponsorship deals across the league and developed data driven recommendations around pricing, packaging, and partner strategy.   Our latest case study, Turning Visibility Into Value, explores how the Minnesota Wild built a clearer roadmap for maximizing the value of their premium sponsorship inventory. 🔗 Read more here: https://lnkd.in/emwV_P8a

The Future Of College Sports Commercialization   As revenue models evolve, athlete compensation becomes a reality, and commercial expectations continue to rise, many institutions are asking the same question: Are we organized to succeed in the next decade?   At Two Circles, we've spent the last several months analyzing how athletic departments are approaching commercialization today and where the biggest opportunities and challenges lie ahead.   Our central hypothesis is: The schools best positioned to thrive won't be those with the biggest budgets or the most outsourced partnerships. They'll be the ones that treat commercialization as a core organizational capability.   Today, we're launching Part 1 of a three-part series exploring: ✅How leading programs are structuring their commercial operations ✅Where revenue opportunities are being left on the table ✅What organizational models may define the next generation of success Grounded in original research, industry interviews, and market data, this series aims to move beyond commentary and provide a practical framework for athletic departments navigating a rapidly changing landscape. Part 1 written by Nick Garner, Zack Sugarman and Doug Bell is available now on TwoCircles.com: https://lnkd.in/eFYUuEAt

✨Two Circler Teammate Spotlight ✨ This month, we’re getting to know Justin Quinn, Lead Software Developer based in Canada. Over the past year, Justin has helped evolve our Intelligence platform, developing new capabilities that turn complex data into actionable insights and support our clients to know fans best. Check out his proudest achievements, key learnings and a fun fact below ⬇️

🗽 SailGP's momentum continues. Following the recent announcement of the Disney+ Bonds Flying Roos docuseries, the league reached another milestone this weekend with a sell-out in New York.   The sell-out is the latest sign of SailGP's growing appeal, with the championship continuing to attract audiences through a unique blend of elite sport, entertainment and storytelling. With Halifax marking SailGP’s final North American stop before a busy summer schedule across Europe, the league continues to strengthen its position as a leading sports and entertainment property, driving fan engagement and commercial momentum. 👏 Congratulations to the SailGP team on another fantastic event.

One week on from a record-breaking 2025/26 UEFA Women’s Champions League season, which culminated in a sold-out Final in Oslo, it’s clear that the competition continues to reach new heights. The introduction of a new competition format and the start of a new commercial cycle have helped drive significant growth for the competition, its partners and women’s club football globally.   🌍 The final broadcast across 207 territories worldwide 🏟️ The first women’s match to sell out at Ullevaal Stadion ⚽ 140,000+ fans attended the semi-finals, up 57% year-on-year 🤝 20+ sponsor activations across the Final weekend   With more than 20 Two Circlers on the ground in Oslo for the Final, we’re proud to be part of this journey and to support UC3 and UEFA as they continue to accelerate the growth of women’s football around the world.

🏁 A few days on from the 110th running of the Indy 500, the data has settled, and it tells us exactly where this sport is headed.   🌎 From São Paulo to Stockholm, the Indy 500 has evolved from a national spectacle into a global motorsport event, attracting international audiences, international champions, and fans streaming live across every continent.   👏With nearly two thirds of INDYCAR's social audience now based outside the US, the sport's fanbase has grown well beyond its American roots.   🏎️ And the racing reflects it. 16 of the last 20 Indy 500 winners have come from outside the US, including this year's winner, Sweden's Felix Rosenqvist. He won by just 0.0233 seconds, making it the closest finish in race history.   📈 Fans responded instantly. Rosenqvist gained over 17,000 followers since race day - six times the growth he saw across the entire previous year. 📺 The international momentum wasn’t limited to the winner. Germany’s Mick Schumacher, the race’s leading rookie, also helped drive strong streaming audiences, further highlighting INDYCAR’s growing international reach. 👉 Born in America. Followed by the world.    Next up: Monaco. Stay tuned for our Motorsport Triple Crown insights.

Partnership growth does not always start with new inventory. Sometimes it starts with creating clarity around what you already have.   For the Buffalo Sabres, that meant modernizing an outdated pricing and asset structure through the KORE Platform, creating a cleaner commercial framework across broadcast, digital, hospitality, entitlement, community, and in-arena assets.   By simplifying asset categories, improving packaging, and using benchmark-backed valuation guidance, the Sabres created a scalable approach to renewals, reporting, and long-term partnership growth.   “We knew there was more value in our inventory, but we needed a clearer way to see it, package it, and take it to market. Two Circles helped us build that foundation.” - Jake Vernon, Chief Commercial Officer, Buffalo Sabres   Our latest case study breaks down how the Sabres strengthened their commercial structure, sharpened valuation clarity, and built a stronger platform for the future.   Read more here: https://lnkd.in/efsJKGDu

🎉An incredible recognition for our team and partnership with ESPN and College Football Playoff.    We’re honored to have been nominated for a Sports Emmy in the Outstanding Live Sports Special: Championship Event category for the 2025 College Football Playoff National Championship broadcast.    🤝More than anything, the nomination reflects the creativity, collaboration and passion that went into bringing this project to life. Congratulations to FOX MLB: World Series on their win.   🔗Read more about the work behind the project, spearheaded by Andrew Carter and Joe Abdellah, here: https://lnkd.in/dnjkYidk

⛳TGL is helping reshape the golf landscape for a new generation of fan.   Donna Tuths and TGL’s Peter Jung recently spoke with Alyssa Meyers at Marketing Brew about the league’s audience growth, evolving fan behaviors, and how TGL is creating new ways for audiences to engage with golf. 🔗Read more here: https://lnkd.in/e_ZvGKHH

🏁 The Indy 500, Monaco GP, and 24 Hours of Le Mans attract a different kind of audience: diehards, casual viewers, and people who tune in purely because these events feel unmissable. 🙌 Over the next few weeks, we’ll break down the audience, engagement, and commercial trends shaping three of the biggest weekends in global sport. 🏎️ Starting next week with the Indy 500 and what makes major sporting moments break beyond their core fanbase.