On the latest Sporticast episode, hosts Scott Soshnick and Eben Novy-Williams speak with Gareth Balch, the co-founder and CEO of Two Circles, about his company’s analytics work, the trends powering sports’ growth and the impact that AI will have in the next few years.
Founded in 2011, Two Circles is a data-focused marketing agency that helps sports teams and leagues maximize the value of their rights by helping them better understand their most avid customers. Two Circles partners include FIFA, Wimbledon, the Premier League, the IOC, NFL and MLB.
Balch talks about the ongoing data revolution in sports. Many sports leagues and teams have operated for decades as legacy businesses, though that’s shifted recently as sponsorship and media sales have taken on added importance. He discusses the various ways Two Circles works with its clients, and also the broader trendlines that give him optimism about the industry’s long-term health. Yes, there are more non-sports entertainment options now than ever before, but according to Balch, sports is starting to eat in to the entertainment world’s market share with regards to global consumption.
Next the trio talks about AI, and how it has changed Two Circles’ business. Balch draws a distinction between the buzz about AI and the buzz about other less impactful technologies such as NFTs and virtual reality.
“We believe the hype,” Balch says. “The biggest category of where it’s going to impact in the foreseeable future—the next one to three years—is all about productivity… in terms of creation of 10x content for the same budget and all those types of things.”
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