Two Circles expands global offering with tech-driven acquisition

Codeware acquisition sees Two Circles build on growing tech offering with sixth global office opening in Melbourne, Australia

Two Circles has announced the acquisition of Codeware, a team of market-leading technology, design and digital transformation experts, expanding our tech offering, while growing its reach in the global sports industry with a new team delivering locally for clients in Australia and New Zealand.

The latest agreement follows a period of global growth for the agency, following similar acquisitions 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. Two Circles is a Bruin Capital company.

Codeware, founded in 2013, specialise in digital strategy and transformation, with a proven track record of helping sports organisations create value using technology. Led by Codeware founder, Sam Walch, this acquisition 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. This also demonstrates Two Circles commitment to growing the value of the sports industry in Australia and New Zealand.

Foundation clients include the likes of Cricket Australia and the Victorian thoroughbred racing industry, who embarked on their digital transformations under Codeware leadership. The agency has since gone on to add other world-class sporting organisations to its stable of clients, including New Zealand Rugby, NRL, AFL, ESPN, Sydney Cricket & Sports Ground Trust, and Melbourne Racing Club.

“We couldn’t be prouder to be announcing this news with Codeware to the world,” Gareth Balch, CEO of Two Circles, said of the announcement. “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 helps over 300 leading sports rights-owners including the NFL, UEFA, F1, Premier League and ICC use data to drive commercial growth. 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.