WPP sells majority stake in sports agency

WPP has sold its majority stake in data analytics and sports marketing agency Two Circles to Bruin Sports Capital for an undisclosed sum, just over four years after it first invested.

Gareth Balch, Two Circles co-founder, said: “The sports industry is moving from a B2B model to a direct-to-consumer model where growth will be centred around a direct relationship between sports and fans. Over the last eight years, we believe we have built proven models that can take sports properties on this journey. With Bruin’s backing, experience, and relationships in global sport, we have the perfect platform to enter the next phase of commercial growth – both for our clients and as an agency.”

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