Liberty advises the management team of Two Circles on their acquisition by Bruin Sports Capital

Bruin Sports Capital has agreed with WPP to acquire Two Circles, the award-winning consumer data analytics, sports marketing, and technology practice. Terms of the agreement have not been disclosed ad are subject to regulatory approval. WPP will also continue to hold a minority stake in the company. Two Circles’ sophisticated, proprietary data-management platforms aggregate and analyse massive volumes of consumer data to inform new business development strategies and state-of-the-art marketing programs. Annually, Two Circles processes tens of billions of data points on global sports fans - more than any other sports organization. Its roster of clients includes the NFL, Premier League, UEFA, Formula 1, and Wimbledon and a global portfolio of leagues, teams, tournaments, and federations. Founded in 2011, Two Circles is a two-time BT Sport Agency of the Year (2014, 2017) and was named by the Sunday Times in 2018 as one of the 100 Best Companies to Work For. The agency has grown to 180 employees in four offices - New York, Los Angeles, London, and Bern – who work with clients on four continents, including the top five sports properties by annual global revenue. This year Two Circles played a fundamental role in record attendances for a host of global events (including the ICC Cricket World Cup and Open Championship), record sponsorship rights growth, and subscription and consumption growth for leading D2C media businesses. Gareth Balch, Two Circles Co-Founder, and CEO commented “Working with Tim and the team at Liberty has been a great experience and we couldn’t have done it without them.  They provided a calm and authoritative approach throughout while being available night and day for advice.  Their support and advice were invaluable during the process and I look forward to working together with them in the future as we grow the business.”


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