Don’t forget your Head Torch: Getting inside the disruption of the sports sector
Matt Rogan, Chairman, Two Circles
In 2011 the sport sector was in limbo, with audience share being lost to other entertainment formats. The problem lay in poor decision making, based on intuition and relationships rather than insight. Enter Two Circles, founded around an Oxfordshire kitchen table from a conviction that data and digital could change the game for sport. Seven years on, this international agency is changing the way the sector thinks, operates and wins audiences. Join Matt to find out how marketing automation can put more people on a sports pitch (whatever the weather); how machine learning is driving a resurgence in audience attendance; what the explosion of digital content means for the future of sports sponsorship and TV deals… and why a head torch is an essential accessory for the digital native entrepreneur.
Matt founded the data-driven sports agency Two Circles in 2011. Today it employs 150 people and operates in fifteen countries. It was acquired by WPP in 2015, named UK Sports Consultancy of the Year in 2017, and listed in the top three for leadership in the Sunday Times Best Companies to Work For list a year later. In addition to chairing the agency, Matt co-authored Britain and the Olympic Games: Past Present Legacy in 2010 and writes regularly for the Harvard Business Review. A Cambridge graduate, he began his career with a Bain/McKinsey spin off strategy consultancy before moving into the sports and entertainment industry with NBA (US Basket Ball League) and, later, MTV.