Two Circles, an international data-driven sports agency, has been acquired by UK private equity firm Charterhouse Capital Partners from PE investment firm Bruin Capital.
The value of the deal is supposedly in the ballpark of $300 million.
The deal is expected to be completed in the first quarter of 2024 and the company will continue to be run by founder Gareth Balch and the existing management team after the takeover.
Bruin Capital acquired 80% of Two Circles in December 2019 at an enterprise value of $40 million.
The marketing firm processes more fan data than any other company in the world, according to Bruin Capital’s website.
Their overall business focuses on maximizing sports rights, increasing fan engagement, and boosting commercial performance.
Currently, the agency works with over 400 sports rights owners including:
- NFL
- Formula 1
- International Cricket Council
- UEFA
- English soccer’s Premier League and Football Association
- Wimbledon tennis championships
- FIBA
- World Rugby
- Men’s Tennis ATP
- Los Angeles 2028 Olympic Games
The agency has also invested in joint ventures with the DP World Tour, Ryder Cup Europe, FIBA, and the England and Wales Cricket Board (ECB) to help accelerate the commercial growth of their respective properties.
Balch, a former middle-distance runner, founded Two Circles in 2011.
Its name refers to the number of laps on an outdoor track for his main race, the 800 meters.
Along with London, the firm has offices in Paris, Bern, Melbourne, New York, and Los Angeles.
