two Circles Heads Down Under
UK-based sports marketing agency Two Circles has announced the acquisition of Codeware, an Australian technology, design, and digital transformation business.
Two Circle’s latest acquisition, which will see a new office opened in Melbourne,aims to expand the agency’s tech offering, while growing its global reach in the sports industry with a new team delivering locally for clients in Australia and New Zealand.
Codeware, which was founded in 2013, specialises in digital strategy and transformation. Two Circles claims the deal ‘will significantly expand Two Circles’ technology capabilities and will serve as a foundation to build out Two Circles wider proposition on the ground in Australia.’
Codeware’s current roster of clients include Cricket Australia, New Zealand Rugby, NRL, AFL, ESPN, Sydney Cricket & Sports Ground Trust, and Melbourne Racing Club.
The latest agreement follows several similar deals in recent years. Two Circles confirmed the acquisition of content agency LiveWire Sport in February 2022, ticketing hospitality experts Sports Ink in January 2021, and rights management business TRM Partners in November 2020.
Gareth Balch, CEO of Two Circles, said, “We couldn’t be prouder to be announcing this news with Codeware to the world. They are brilliantly talented and experts in the field, but also share our values and enthusiasm to make the sports industry a better place.
“As an agency, we have been working with the likes of New Zealand Rugby and Cricket Australia for a number of years, so we are thrilled to be opening our latest international office in a market that is buzzing with all the passion and energy you would expect from a sports agency working with such high-profile clients. We can’t wait to continue delivering even greater value with our new, expanded team.”
Sam Walch, Managing Director, ANZ, Two Circles, added, “Having observed Two Circles’ talent and approach to sport, data and commercial outcomes over a number of years we are now incredibly excited to join the organisation. Alignment in our mindset and values made this an easy decision and we look forward to expanding our services as we introduce Two Circles on the ground in this market.
“In time I believe that this deal will be seen as a significant moment for sport in Australia and New Zealand and I want to thank the Two Circles team for their belief in our capabilities.”
Two Circles, a Bruin Capital company, has significantly expanded its client portfolio which currently includes the NFL, UEFA, F1, Premier League and the ICC.
The latest deal takes Two Circles’ global headcount to over 500 staff across six international offices, with Melbourne joining London, Paris, Bern, New York and Los Angeles.
