WPP has sold a majority stake in Two Circles data analytics and sports marketing unit to Bruin Sports Capital, media technology, live events, marketing and brand strategy company in White Plains, NY.
Founded in 2011, Two Circles handles ticketing, subscriptions, sponsorships, premiums and stadium development.
It has 180 staffers in London, Bern, New York and Los Angeles that serve clients such as the NFL, Wimbledon, Premier League and Formula 1.
The sports business is moving from a B2B model to a direct-to-consumer one, where growth is becoming centered around direct relationships between sports and fans, according to Two Circles founder Gareth Balch.
He views Bruin’s relationships and experience in the global sports arena as “the perfect platform to enter the next phase of commercial growth.”
Bruin employs 1,700 people in 37 offices worldwide.