LTA Appoints Two Circles as Social Media Partner Through 2028
- The LTA has appointed Two Circles as its social media partner through the end of 2028.
- Two Circles will collaborate with the LTA's internal staff to provide continuous social and content coverage surrounding principal dates in the British tennis calendar.
- Caroline Lepetit, Head of Customer Strategy & Marketing at the LTA, highlighted the strategic fit of the agency.
The LTA has appointed Two Circles as its social media partner through the end of 2028. Announced on 17 September 2026, the multi-year agreement aims to accelerate audience growth, deepen fan engagement, and expand the impact of the governing body’s digital content strategy across British tennis.
As part of the agreement, Two Circles will assist the LTA with social and content strategy, creative production, channel management, reporting and insights, paid media assistance, and social media monetisation. The collaboration focuses on strengthening connections with tennis fans, driving commercial growth, and inspiring participation through engagement.
Digital Strategy and Tournament Support
Two Circles will collaborate with the LTA’s internal staff to provide continuous social and content coverage surrounding principal dates in the British tennis calendar. This includes digital support for British players competing at major events such as the HSBC Championships, Lexus Nottingham Open, and Lexus Eastbourne Open.
The partnership also covers tour-level action on the ATP and WTA Tours, the Grand Slams, the Billie Jean King Cup, and the Davis Cup. Additional deliverables include the development of high-impact creative features, enhanced graphic and video output, audience insight reporting, and commercial content opportunities designed to create partner value.
The agency brings proven digital metrics to the new agreement. Two Circles aided in the development and production of the second series of the Lexus Road Trip, which featured presenter and comedian Josh Berry joined by celebrity guests as they visited Lexus Open tournaments. That campaign generated a 108% increase in viewership and a 257% increase in YouTube average watch time.
Leadership Perspectives on the Partnership
Caroline Lepetit, Head of Customer Strategy & Marketing at the LTA, highlighted the strategic fit of the agency. We’re delighted to appoint Two Circles as our social media partner as we continue to evolve how we connect with tennis fans across Britain and beyond,
Lepetit stated. Their strategic approach, creative capabilities and deep understanding of audience growth made them a strong fit for the LTA as we look to strengthen engagement across our channels, elevate the storytelling around British tennis and unlock new opportunities through digital content and innovation.
Moe Hamdhaidari, Director at Two Circles, pointed to the broader potential for audience expansion. We’re incredibly excited to partner with the LTA at such an important moment for the sport and its audiences,
Hamdhaidari said. The LTA has a powerful role to play in growing fandom, participation and engagement, and we see a huge opportunity to help bring fans closer to the sport through bold storytelling, smarter audience strategies and world-class social and digital content.
The appointment expands Two Circles’ roster of sports properties. The agency manages billions of fan data interactions for over 950 clients globally, working with organizations such as the NFL, Premier League, Wimbledon, World Rugby, EA SPORTS, and UEFA to drive commercial performance and audience connections.
