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World Rugby confirms partnership expansion with Two Circles targeting new growth opportunities



World Rugby has strengthened its partnership with sports marketing agency Two Circles to boost global revenue and grow the sport's fan base. Under this new agreement, Two Circles will take on a bigger role, becoming the main agency responsible for securing sponsorships and managing digital sales for World Rugby. This partnership will focus on expanding rugby’s reach, especially in new markets, and engaging with more fans worldwide.



The deal is a key part of World Rugby’s plan to make the sport more relevant and accessible globally. As rugby competes with other sports for attention, this collaboration aims to increase revenue, which can be reinvested to further grow the game. Two Circles will use its expertise in marketing and audience engagement to help World Rugby build stronger connections with fans and attract new sponsors.


One of the first big tests for this partnership will be the Women’s Rugby World Cup in England in 2025. With Two Circles’ help, World Rugby hopes to attract more fans and generate new partnerships during this major event. The goal is to not only increase revenue but also make rugby more appealing to a broader audience, especially in key markets like the UK, Australia, and the USA.



Overall, the expanded partnership between World Rugby and Two Circles is set to play a crucial role in the sport’s future. By focusing on fan engagement and exploring new opportunities, the collaboration aims to ensure rugby’s continued growth and relevance on the global stage.




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