Bruin Sports Capital has filled a significant hole in its portfolio of companies by acquiring a data analytics, marketing and technology agency. Bruin took over ownership last week of Two Circles from WPP, although WPP will retain a minority stake. Financial terms were not disclosed.
Two Circles is best known for building high-level data management platforms that aggregate consumer data. That data is then used to inform clients’ decisions on sponsorship strategy and marketing campaigns. Formula One, the NFL, Premier League, UEFA and Wimbledon are among the 300 clients that directly work with Two Circles.
“Data analytics — it’s the future,” said George Pyne, founder and CEO of Bruin Sports Capital. “Everything we do will trace back to how we can leverage consumer data intelligence to spur growth. Two Circles has been way ahead of the industry on this.”
The agency’s 180 employees operate out of four offices — London, Los Angeles, New York and Bern, Switzerland. Its products and services include ticketing, premium, marketing and sponsorship, stadium redevelopment and subscriptions.
“The sports industry is moving to a direct-to-consumer model,” said Gareth Balch, Two Circles’ co-founder and CEO. “Over the last eight years, we believe we have built proven models and with Bruin’s backing and relationships, we have the platform to enter the next phase of commercial growth.”
Pyne added: “When you think about the future — selling tickets, selling hospitality, valuing sponsorship and direct-to- consumer OTT — all are going to be transformed in the next 5-10 years in the sports business. And it’s all going to be transformed around data. The people that understand data and how to use it are going to lead.”
Bruin closed the Two Circles acquisition shortly after announcing last month that it had raised $600 million from CVC and Jordan Co. Pyne founded Bruin in 2015 and its portfolio also includes Deltatre (which it is reportedly putting up for sale), On Location Experiences (which it will exit once OLE’s anticipated sale to Endeavor is completed at month’s end), and agencies Engine Shop and Soulsight.
