The All England Lawn Tennis Club (AELTC) has appointed data-driven sports marketing agency Two Circles to help it better understand and communicate with its audiences across all brand touchpoints.
The focus of the partnership will be to create a data management foundation which will give the AELTC a greater insight into Wimbledon audiences and ultimately help create more tailored communications that will increase engagement across all digital platforms.
Two Circles will work alongside lead sponsor of the championships IBM to ensure the data can help enhance guest experiences at every brand touchpoint.
Alexandra Willis, head of communications, content and digital at the All England Lawn Tennis Club, said: “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: “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.”
Other recent measures from the AELTC intended to strengthen engagement with fans include the use of IBM’s artificial intelligence Watson, which will act a personal assistant for fans both onsite and offsite.