Two Circles and LiveWire Sport join forces to fuse data and content
Two Circles has today announced the acquisition of LiveWire Sport – the agency delivering award-winning content for the Premier League, Wimbledon and World Rugby – in a move that will accelerate sports’ transition to a direct-to-consumer commercial model.
LiveWire will become the content vertical of Two Circles – 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.
Two Circles, a Bruin Capital company, helps over 300 leading sports rights-owners including the NFL, UEFA and F1 use data to drive business growth. LiveWire is the company’s 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.
LiveWire maximizes the impact of sports content through consultancy, multi-format content production and channel management. Industry-leading work to date includes launching the Premier League’s social media channels to support the growth of its global fanbase; leading the social content strategy for The Hundred; and producing the multi-award winning podcast A Winning Mindset, a platform for Paralympic athletes to drive a cultural shift in how disability is perceived.
In acquiring LiveWire’s market-leading content expertise, Two Circles will now fuse content and data to build brands, grow audiences, create new commercial rights opportunities, and drive revenues.
We believe data and content are key levers for success as sports organizations shift to a direct-to-consumer commercial model
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 organizations 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.”
LiveWire 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 sports. 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. It’s a big moment for us, and we want to say a huge thank you to the whole LiveWire team, our clients and everyone who’s been part of the journey so far.”
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
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. Applications for the 2022 Programme will open in March.