Two Circles Seals Livewire Sport Takeover
Sports marketing agency Two Circles has announced the acquisition of fellow London-based enterprise LiveWire Sport.
LiveWire, which delivers content for clients such as the Premier League, Wimbledon, World Rugby and the England & Wales Cricket Board, will become the content vertical of Two Circles.
The vertical will be led by LiveWire Co-Founders Andy McKenzie, Caroline Cheese, Dan Warren, Jonathan Stevenson and Pranav Soneji, taking Two Circles’ headcount across five international offices to 450.
LiveWire’s work to date has included launching the Premier League’s social media channels to support the growth of its global fanbase; leading the social content strategy for The Hundred (pictured); and delivering the Sport Industry Awards 2021 Campaign of the Year for the 2.6 Challenge.
LiveWire also has a 10-year relationship with the Paralympic Games, from Channel 4’s BAFTA-winning coverage of London 2012 through to Beijing 2022.
Gareth Balch, CEO of Two Circles, said, “LiveWire are the leaders in using sports content to win attention in the digital world, and we’re so excited for the opportunities this announcement can bring.
“We believe data and content are key levers for success as sports organisations shift to a direct-to-consumer commercial model – and by complementing our data-driven expertise with LiveWire’s content capabilities, we will supercharge our ability to grow audiences, increase conversion, and create new commercial rights opportunities for our clients.”
The acquisition also includes the Diversity in Digital Mentoring Programme, founded in 2019 by LiveWire to support talent from under-represented demographics through tailored mentoring and development sessions.
LiveWire’s Co-Founder, Caroline Cheese, added, “We’ve been admirers of Two Circles from the outset, not just through our work with mutual clients, but because of our shared values and love for sport.
“We’re excited to help rights-holders build new relationships with their fans, which will be far deeper and more meaningful than anything we’ve seen before.”
Two Circles works with more than 300 sports rights-owners, including the NFL, UEFA, Formula One and the International Cricket Council, to use data to drive commercial growth.
LiveWire is Two Circles’ third acquisition in just over a year, following rights management agency TRM Partners in November 2020 and ticketing and hospitality expert Sports Ink in January 2021.
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