The Eredivisie has renewed its partnership with UK-based sports marketing agency Two Circles, continuing a collaboration that focuses on audience growth and strengthening fan relationships across the league and its clubs.
Announced on August 12, the extension builds on a relationship first established in October 2021. Over the past three years, Two Circles has worked with the Eredivisie to develop a data-driven fan acquisition and retention strategy, combining analysis, automation, testing, and optimisation. Notable initiatives include hyper-targeted weekly emails aimed at deepening connections with supporters.
The renewal comes as the Eredivisie enters a new media rights cycle. Earlier this year, Disney-owned ESPN secured domestic broadcast rights for the 2025-26 season onward, while the 2024-25 campaign kicked off on August 8.
This season also marks the league’s first title sponsorship since 2005, with the Dutch national lottery VriendenLoterijcoming on board as naming partner.
Eredivisie database manager Saoed Habieb reflected on the progress made so far, saying:
“The previous cycle brought its challenges, earning our place in the digital football landscape and embedding a data-driven mindset within the league. With the start of a new media rights era and an updated partnership model, we’re entering an exciting new phase.”
Ralf Looze, consultant at Two Circles, added:
“As the league enters a new era, our focus is on ensuring every interaction deepens fan relationships and drives long-term value for clubs, partners, and the league.”
Two Circles continues to expand its footprint in global sports. In recent months, the agency has partnered with MotoGP to grow its international fanbase and was appointed exclusive sponsorship agency for England’s Women’s Super League through the 2028-29 season.
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