NEWS17 December 2019

WPP sells Two Circles

Leisure & Arts M&A News UK

UK – Bruin Sports Capital has acquired consumer data analytics, sports marketing and technology practice, Two Circles, from WPP.

crowd of sports fans in a stadium, raising their hands

Details of the deal have not been disclosed but WPP will continue to hold a minority stake in the company allowing Two Circles’ clients to continue to have access to WPP, its global network and its brand clients.

Two Circles’ data-management platforms aggregate and analyse consumer data for new business development strategies and marketing programmes.

It processes tens of billions of data points on global sports fans every year. Its clients include the NFL, Premier League, UEFA, Formula One and Wimbledon. 

Founded in 2011, it has grown to 180 employees in four offices – New York, Los Angeles, London and Bern.

Two Circles specialities include ticketing, premium, sponsorship, stadium redevelopment, and subscriptions. WPP’s continued investment in Two Circles will

George Pyne, founder and CEO of Bruin, 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 organisation."
Gareth Balch, Two Circles co-founder, and CEO, added: "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 past eight years, 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."