International Skating Union Extends Four-Year Partnership with Two Circles to Elevate Media Rights and Production

The International Skating Union (ISU) has announced a four-year partnership extension with sports and entertainment agency Two Circles, designed to drive the global commercial transformation of skating disciplines including figure skating, speed skating, short track, and synchronised skating.

Under the expanded agreement, Two Circles will provide comprehensive media rights consultancy, manage commercial sales outside core territories, and deliver end-to-end broadcast production services across the ISU calendar.

By consolidating media rights and live broadcast production under an integrated framework, the ISU aims to balance audience reach with revenue generation across emerging and traditional markets.

Two Circles will leverage its advanced fan data analytics platform, which processes billions of fan interactions globally, to support the organisation’s dynamic commercial strategy.

Commenting on the significance of the agreement, ISU director general, Colin Smith, said: “Following the modernization of our governance structures and the success of Events in front of passionate global audiences, this partnership for media sales and live production is a critical step in realising our vision for skating.”

“The integrated approach to the tender process establishes the foundation for efficient processes, working with industry-leading partners to generate value for all stakeholders in skating sports,” he said.

Echoing the sentiment, and emphasising the focus on fan-centric storytelling, chief executive officer and co-founder of Two Circles, Gareth Balch, added:“In recent years, we have witnessed the ISU’s ambition for the future of skating and the passion of its global fan base.”

“The opportunity now lies in connecting media rights, production, and content more closely around the fan journey, helping the ISU reach more people and deepen engagement across its sports.

“We are proud to continue this journey alongside the ISU and support its ambition to bring more people closer to skating, both on and off the ice,” Balch remarked.

The agreement marks the first centralised commercial tender executed by mare governing body, forming a foundational pillar in modernizing its digital architecture, expanding international fan bases, and establishing long-term sustainable revenue streams.

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