English Premiership rugby union club Saracens has appointed sports marketing agency Two Circles to drive fan engagement and commercial growth, with a focus to be placed on selling out Allianz Park match days.

The three-year partnership is designed to further grow the fan base and reach of Saracens, which is the defending Premiership champion.

Two Circles will help the club grow revenues through more effective sales and marketing strategies, and introduce data management and visualisation technology to support Saracens’ new data-driven approach.

Tim Hunt, chief executive of Premier Team Promotions Ltd, the joint venture now overseeing Saracens’ commercial operations, said: “It’s great to be working with Two Circles to further enhance our fan engagement and support our focus on growing our fan base both in the UK and around the world. As we strive to replicate the success of the team on the pitch with our activity off it, I know Two Circles will be an integral part of our planning and execution.”

Saracens has played at Allianz Park since 2013 and the club is currently at an advanced stage with plans for a new stand at the stadium. Two Circles will strive to help Saracens sell out the ground ahead of the development project.

George Foster, Two Circles’ client services director, added: “We’re delighted to be partnering with a club that has such ambitious growth objectives. Saracens are investing heavily both on and off the pitch, and we see huge potential to strengthen fan engagement and boost commercial revenue – in particular across event day revenue streams including ticketing and hospitality.”

Image: Matt Impey