Amsterdam, 6 October 2026 – Sports and entertainment agency Two Circles has announced the appointment of Guido Klomp as its new Managing Director for the Benelux region. The strategic hire marks a significant step forward for the company as it continues to scale its operations and deepen its footprint across the Netherlands, Belgium, and Luxembourg, helping regional sports organisations unlock new avenues of commercial growth through advanced fan data and strategic marketing.
Klomp makes the move to Two Circles from creative agency TBWANEBOKO, where he led the business operations of Dark Horses, the agency’s specialized sports marketing and entertainment division. Prior to his tenure at TBWANEBOKO, Klomp built an extensive and well-regarded career within the Benelux sports industry, spending nearly a decade as a Director at Triple Double—an agency that later integrated into Golazo Brands. During that time, he established himself as a trusted advisor to some of the most prominent sports properties, governing bodies, and global corporate brands in Europe. His extensive portfolio of advisory work included major entities such as European football governing body UEFA, Dutch Eredivisie powerhouse PSV Eindhoven, financial institution ING Bank, national airline KLM, electronics giant Philips, supermarket chain Albert Heijn, and beverage titan Red Bull. Across these high-profile partnerships, he focused extensively on modern sports business models, strategic development, and driving sustainable commercial growth in a rapidly evolving digital marketplace.
In his new leadership role as Managing Director Benelux, Klomp will take the helm of Two Circles’ regional business operations, guiding a multidisciplinary team that brings together capabilities across data analytics, proprietary technology, strategic advisory, and targeted marketing. The core focus of his mandate will be to empower sports rights holders, leagues, clubs, and federations across the region to achieve a much deeper, granular understanding of their fan bases. By translating these profound behavioural insights into actionable commercial strategies, Two Circles aims to help its clients generate long-term financial value, enhance fan engagement, and future-proof their operations against shifting consumer habits in the digital era.
Reflecting on his appointment and the broader industry landscape, Guido Klomp shared his enthusiasm for the journey ahead. Having spent the entirety of his professional career operating directly at the dynamic intersection where sports organizations and consumer brands meet, he noted that he has consistently witnessed an immense, largely untapped potential residing within the relationship between sports fans and the entities they passionately support.
The critical next step for modern sports businesses, according to Klomp, involves decoding that relationship with unprecedented depth and translating those behavioral insights into tangible commercial value. He emphasized that this exact challenge is what makes his new chapter with Two Circles so compelling, as it allows him to combine Two Circles’ world-class global expertise and proprietary methodologies with his own deep, localized market knowledge. Through this fusion, the agency aims to help regional clients capture immediate opportunities in the marketplace while simultaneously building entirely new operational capabilities and resilient revenue streams for tomorrow.
Gareth Balch, Chief Executive Officer and Co-Founder of Two Circles, underscored the strategic significance of the appointment and the strong growth potential identifier within the Benelux market. Balch noted that the Benelux region represents a major strategic opportunity for the company, as sports organizations and commercial brands alike are increasingly recognizing the vital necessity of connecting deep fan understanding directly to the high-stakes commercial decisions they make across their broader business ecosystems.
Balch highlighted that Klomp has spent his entire professional career operating precisely at the beating heart of the Benelux market, developing an intimate familiarity with the key organizations, the influential brands, and the fundamental drivers of commercial growth in the region. By introducing this caliber of localized leadership and seasoned commercial expertise into Two Circles, the company places itself in an exceptionally strong position to help regional clients understand their fans better than ever before, ultimately translating that operational intelligence into enduring, long-term commercial value.
Operating on a global scale, Two Circles is widely recognized as a premier sports and entertainment agency dedicated to growing audiences and maximizing revenues for the world’s leading rights holders and entertainment properties. The company’s foundational mission centers on helping its global client base achieve the deepest possible understanding of their audiences, captured by its guiding philosophy to "know fans best." To achieve this, Two Circles manages billions of individual fan data interactions on behalf of more than 950 distinct clients around the world, leveraging a proprietary data infrastructure that yields deeper insights into modern fan behavior, consumption patterns, and underlying motivations than any comparable organization in the marketplace.
The agency’s expansive global roster features some of the most recognizable and influential names across the entire sports and entertainment ecosystem. Two Circles works extensively with major international leagues, governing bodies, and clubs, including the National Football League (NFL), the English Premier League, UEFA, PSV Eindhoven, the Dutch Eredivisie, elite cycling team Visma Lease a Bike, and Belgian powerhouse Club Brugge, among many others. With Klomp now leading the charge in the Benelux region, Two Circles is poised to expand this high-impact model to even more organizations across the Netherlands, Belgium, and Luxembourg, bridging the gap between fan passion and commercial sustainability.
For further information regarding this announcement or to get in touch with Two Circles’ corporate communications team, media representatives can contact Eliza MacQuillan, Communications Manager, via telephone at +44 7938912705 or by electronic mail at [email protected].
