BMOTY: Charterhouse’s Two Circles Investment
The Business Moment of the Year Award has been introduced to shine a light on the game-changing decisions that have defined the sports industry over the past 12 months, celebrating achievements that represent a significant shift in the sector’s direction of travel.
In this series, we will take a closer a look at all the shortlisted moments to see how they have had tangible impacts on the industry, and hear from some of the key decision makers sitting at the heart of sport.
In January 2024, leading private equity firm Charterhouse Capital Partners acquired a majority stake in data-driven sports marketing agency Two Circles in a deal reportedly worth around £250m.
The acquisition saw Charterhouse buy out US-based Bruin Sports Capital, which had been the majority shareholder since 2019. This deal represented a significant step forward for Two Circles, enabling the London-based agency to accelerate its global growth ambitions and solidify its position as a leading player in the intersection of sports, data, and commercial strategy.
The investment came at a pivotal moment for Two Circles, which specialises in leveraging data analytics to help sports rights holders grow audiences and revenues. Following the Charterhouse deal, Two Circles secured further funding from Otro Capital and Bolt Ventures, an investment vehicle led by US sports owner David Blitzer.
The influx of capital went on to support the agency’s strategic expansion, particularly into the North American market, through acquisitions and enhanced service offerings.
The deal is also emblematic of a wider trend: the growing influx of private equity into the global sports industry. As sports increasingly demonstrate long-term commercial resilience and diversified revenue streams—from media rights and sponsorships to digital engagement and fan monetisation—investors are viewing the sector as both stable and lucrative.
For private equity firms like Charterhouse, sport represents a rare blend of passion, brand loyalty, and predictable income, especially in uncertain economic climates.
For the UK sports sector, Charterhouse’s investment is a vote of confidence. It highlights the global relevance and appeal of British sports businesses and their potential to scale internationally. As Two Circles continues to expand, this deal could also inspire further private investment into UK-based sports ventures, reinforcing the nation’s role as a hub for innovation in the global sports economy.
The FEVO Sport Industry Awards 2025 Business Moment of the Year will be announced at the biggest night of the sport industry calendar, on Thursday 15th May at Evolution London, Battersea. Secure your table now.
