Bruin Sports Capital acquires Two Circles

16 Dec 2019

By: Sport Industry Group

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.

Current owners WPP will continue to hold a minority stake in the business, which will see the agency continue to have access to the advertising company’s global network and brand clients. Two Circles has been affiliated with Bruin since 2017, serving as the marketing arm of OverTier, a venture created by Bruin to operate NFL Game Pass - the league’s OTT subscription service.

George Pyne, Founder, and CEO of Bruin Sports Capital said: “As we look to the future of the sports economy, everything we do will trace back to how well we can leverage consumer data intelligence to spur growth. Two Circles has been way ahead of the industry on this and has developed a new breed of agency that serves every business unit of a sports organization.  We are excited to have them formally join Bruin and look forward to working even more closely with their great team.”

Gareth Balch, Two Circles Co-Founder and CEO, said: “The sports industry is moving from a B2B model to a direct-to-consumer model where growth will be centred around a direct relationship between sports and fans. Over the last eight years, we believe we have built proven models that can take sports properties on this journey. With Bruin's backing, experience, and relationships in global sport, we have the perfect platform to enter the next phase of commercial growth – both for our clients and as an agency."

Terms of the agreement were not initially disclosed and the deal is still subject to regulatory approvals.