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Spartan acquires Tough Mudder UK

Extreme wellness and endurance brand Spartan has acquired the business and assets of Tough Mudder UK, the obstacle course race (OCR) brand which had entered administration in January 2020.

As per the deal, the Tough Mudder UK business will operate as OCR UK Holdings Limited, a wholly owned subsidiary of Spartan, while Tough Mudder UK’s employees will remain at work ahead of the 2020 Tough Mudder season which begins in London’s Finsbury Park on 17th April.

BPA appoints new Official Fundraising Partner

The British Paralympic Association (BPA) has appointed Levy UK as the organisation’s first Official Fundraising Partner.

As part of the new partnership, which will also include various fundraising initiatives, Levy UK will lead the Impossible to Ignore campaign, a BPA initiative which aims to challenge perceptions, break down barriers, and ensure disabled people are represented throughout society. 

Bruin Sports Capital acquires Two Circles

Bruin Sports Capital has announced a deal with WPP to acquire data analytics, sports marketing and technology agency Two Circles.

The agency, which is a two time winner of the Sport Industry Agency of the Year Award (in 2014 and 2017), has 180 employees in four offices across Europe and North America. In 2019, it has been involved in record attendances for a host of sporting events, including the ICC Cricket World Cup and the Open Championship.

Live sport to bring £11.8bn to UK economy in 2019

Attendances at sport events in the UK will hit 75.1m in 2019, bringing a record £11.8bn into the country’s economy, according to sports marketing agency Two Circles.

The data-driven agency has published a wide-ranging report into the total attendance for professional UK sporting events, comparing it with stats from other nations, and has shown that the UK is the only country whose sporting attendance is greater than its population (67.5m).

Australia, the United States of America and Ireland follow in second to fourth place respectively.

CVC Capital Partners to purchase stake in PRO14

Private equity firm CVC has agreed a deal in principle to purchase a minority 27% stake in the Guinness PRO14, according to multiple reports.

The league, jointly owned by the Welsh, Scottish and Irish Rugby Unions, would see an investment of £120m as a result of the deal, which is yet to be formally ratified. Each of the unions would see a cash boost of around £35m, while Italian and South African rugby - who also have clubs competing in the league - would also benefit.

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