Behind the Awards: Two Circles and ICC Cricket World Cup

11 Nov 2019

By: Sport Industry Group

As entries open for the Sport Industry Awards 2020, we're going Behind the Awards to take a look back at the winners over the last few years. What made them successful? How do they stand out from the crowd? And what has life been like since they picked up the award?

This time we’re talking to Two Circles about the agency's work with the ICC Cricket World Cup 2019, winner of the Data and Insights Award at the Sport Industry Awards 2019.


What did it mean for Two Circles’ work with the ICC to be recognised at the Sport Industry Awards 2019?

Two Circles is hugely proud of our history working in cricket – both in participation and the professional game – and the ICC Cricket World Cup, as the pinnacle of the sport, was made even more special because of this. Last year, the ICC Cricket World Cup was recognised for its record-breaking successes and it was brilliant for the team who worked across this year’s tournament to be recognised for their efforts bringing new audiences to cricket.

What specifically did you feel helped your entry stand out from the crowd?

The CWC19 aimed not only to deliver ‘the greatest ever celebration’ for the sport but also had aggressive targets to reach new audiences and hit record occupancy, all without negatively impacting its critical ticketing revenue stream.

The strategy was insight-led from start to finish and we were able to demonstrate the brilliant results that had been achieved through efficient and effective data-driven marketing.

How important is it that the work being done around data within sport is recognised at the Sport Industry Awards?

We know that data enables sports right-holders to better understand, and grow stronger relationships with, their audiences and partners. Using data effectively - to guide compelling campaigns, ticketing strategies, and digital content tailored to the right audiences - consistently results in commercial growth across all revenue lines

Sport has had a reputation for being behind the curve in terms of insight-led marketing, but through our work with our clients we consistently see a huge amount of innovative work going on to grow sport both commercially and at a grassroots level - and data and insight is playing a central role in this.

How do you feel this work has helped the 2019 ICC Cricket World Cup’s lasting legacy?

It was an incredible summer of cricket across England & Wales; cricket hit 3.16m attendances – an all-time high – and the ICC Cricket World Cup brought together the most diverse cricketing audience ever at a tournament: over 100k tickets going to kids, 150k tickets for women and 320k tickets to South Asians. We’re privileged to have supported the sport as a whole and the impact so far has been seen across all facets of the game (players, attendees, followers, volunteers and in the community). This has given the ECB and ICC an incredible platform to continue to grow the game from 2020 onwards. 

What does the Award win mean as recognition for your role within the industry?

Two Circles was part of a much wider team, working together with the ICC as well as their many stakeholders and suppliers. The Award win was recognition of a great team effort and acknowledgment of an incredible achievement to create the world’s greatest cricket celebration.

What advice would you give to anyone thinking of applying to the Data and Business Impact Award in 2020?

Data enables sport to get closer to its fans. For anyone entering we’d say demonstrate how you put the fan at the heart of the work you did: showcase the impact on the sport, the commercials and most importantly the fan.

Describe your Sport Industry Awards victory in 5 words…

Hugely proud – fantastic team effort.