Reading has been recruited by the firm to strengthen its global ticketing operation as its new ticketing lead after delivering the record-breaking tournament's strategy.

Reading has more than 14 years of experience in the major sporting events sector, including serving as marketing manager for the London 2012 Olympic and Paralympic Games and head of marketing for the 2017 World Athletics Championships, also in the British capital.

Euro 2022 was the biggest women's sports event ever held in Britain with approximately 575,000 tickets sold, which was more than double the previous record for the event.

The Netherlands' hosting if Euro 2017 set the previous best at 240,045 tickets sold.

In the last decade, Two Circles claims to have marketed and sold more than 100 million sports tickets.

This year it began working with UK Athletics to drive ticketing and attendance growth for events including the London Diamond League leg on July 23 next year.

Other ticket-growth projects for Two Circles include the DP World Tour golf tournament, 2023 Rugby World Cup in France and Cycling World Championships in Glasgow.

Two Circles also acquired Sports Ink, a ticketing and hospitality firm founded by London 2012 director of ticketing Paul Williamson.