Investments: Bruin Sports Capital to acquire a "majority stake" in Two Circles

Bruin Sports Capital, an American investment fund specialised in sport, is acquiring, from WPP, a company specialised in advertising and communication, "a majority stake" in Two Circles, according to the British marketing research agency on 16/12/2019. The agreement is "subject to the regulatory approvals of the European Commission."

Bruin Sports Capital would have acquired 80% of Two Circles, which would increase the value of the agency to $42m (€37.7m) according to specialised media.

"Two Circles has been affiliated with Bruin since 2017, serving as the marketing arm for OverTier, a venture created by Bruin to operate NFL Game Pass, the league's premium subscription service. OverTier initially operated NFL Game Pass throughout Europe, and after two years of record growth, the relationship expanded to 181 countries worldwide (agreement on 07/10/2019)," explained Two Circles.

• Bruin Sports Capital acquired deltatre, an Italian company specialised in digital solutions for broadcasters and organisers of sporting events, on 30/06/2016.