Two Circles has expanded its partnership with the National Football League (NFL) to cover international advertising sales across NFL-owned digital platforms.

The two-year collaboration sees the company manage advertising sales across, NFL App and NFL Fantasy in all markets outside the US, China, UK, Ireland, and the DACH region (Germany, Austria, Switzerland).

Max Boigon, Senior Director & General Manager, Direct to Consumer at the NFL, commented: “We’re thrilled to expand our relationship with Two Circles and utilise their expertise to further our international advertising business. 

“We’ve experienced tremendous growth across our international digital products, and look forward to partnering with Two Circles to capitalize on the opportunity.”

In working together since 2017, the partners have provided an end-to-end marketing and data solution in a bid to help the league grow subscribers and platform usage for NFL Game Pass International – its subscription OTT service.

Sam Yardley, Two Circles Executive Vice-President (North America), noted: “We’re hugely proud and excited to be expanding our relationship with the NFL, building on the work over the last four years taking NFL Game Pass to record numbers of fans internationally.

The platform promises to help the NFL ‘better exploit its large and growing international audience’, driving digital ad revenue growth as a result.

Earlier this year, the firm boosted its hospitality capabilities by acquiring pricing and revenue planner Sport Ink. This agreement saw Sport Ink’s Founder Paul Williamson join Two Circles as the company’s full-time Director.

“In our experience, even the leading sports media businesses can find significant growth across their digital ad inventory, and we believe we can help the NFL drive new commercial value from its sizable and growing global audience,” Yardley added.

This month, two NFL regular-season games are being played at the Tottenham Hotspur Stadium in London, with the Atlanta Falcons defeating the New York Jets on 10 October and Miami Dolphins taking on Jacksonville Jaguars on 17 October.

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