Most sports followers become enthusiasts before the age of 14, and those who start engaging in sports at an early age are more likely to exercise, participate in social groups, and spend money on sports, according to a new analysis by the sports marketing agency Two Circles.

Heather Reading, ticket lead for UEFA Euro 2022, has joined sports marketing and data technology company Two Circles.

Women’s sport is on the rise like never before. If we compare the scene now to that of previous decades, we have seen significant increases in the professionalisation of women’s sport, with increases in the levels of commercial interest, viewership and prize money for the athletes.

The International Basketball Federation (FIBA) has announced a new long-term partnership with sports marketing and data technology company Two Circles which aims to improve the direct-to-consumer content under the Courtside 1891 brand.

Special Olympics Great Britain (GB) has signed a partnership with Two Circles to become the sports marketing agency's official charity for the next three years. 

New analysis by sports marketing agency Two Circles suggests that spending on sports sponsorship will reach almost £48 billion ($63 billion/€56 billion) by 2024, an increase of £19 billion ($25 billion/€22 billion) in the space of a decade.