Top-tier Dutch football team AZ Alkmaar has appointed data-driven sports marketing agency Two Circles to drive commercial growth through improved fan insight.

The partnership will see Two Circles help AZ increase understanding around its fanbase, both in the Noord-Holland and beyond, and use insight around fan data to enable AZ to be more personalised, intimate and engaging in all forms of digital communications to drive growth – most notably in ticket sales for matches played at AZ’s AFAS Stadion.

On the pitch, two-time Eredivisie winner AZ has already experienced the positive impact of a data-driven approach under the leadership of Managing Director Robert Eenhoorn, a former Major League Baseball player.

Robert Eenhoorn said: “AZ is an ambitious club and we want our marketing approach to reflect our on-the-pitch ambitions. We are delighted to be working with Two Circles and using fan insights we haven’t had previously to drive commercial decision-making across our various business areas.”

Kristian Gotsch, Client Services Director (EMEA) at Two Circles, added: “AZ is a club with considerable growth potential, and a commitment to using data to inform decision-making already permeates across the business. We are looking forward to using our experience from European football to help AZ get closer to its passionate fanbase and achieve its commercial goals.”

The new partnership means Two Circles now works with three Eredivisie clubs.

Image Credit: AZ Media/Ed van der Pol

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