Two Circles
Two Circles is a London-based data-driven sports marketing agency combining proprietary platforms (KORE, StayLive, Courtside 1891) with advisory services to grow audiences and revenues for 950+ sports rights holders globally, including the NFL and Premier League.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Two Circles does
Two Circles is a London-headquartered sports marketing agency founded in 2011 that operates a platform-plus-services model serving more than 950 sports rights holders globally. The company combines proprietary technology platforms — KORE for sponsorship management and fan CRM, StayLive for live streaming, and the Courtside 1891 joint venture with FIBA Media for basketball distribution — with full-service marketing capabilities spanning audience growth (broadcast, social media, web/app, fan data) and revenue growth (media rights, sponsorship, ticketing and premium, retail and licensing).
Its client roster includes the NFL, Premier League, UEFA, Wimbledon, MLB, NWSL, Formula 1, the ECB, and most major US professional teams, with marquee engagements including a 6x subscriber growth result on NFL Game Pass International, 1.6 billion video views for Wimbledon's 2024 Championships social campaign, 55% of The Hundred ticket buyers being new to cricket, and roughly $2.3 billion in brokering between brands and top-tier properties. Two Circles has scaled through five disclosed acquisitions — LiveWire Sport (February 2022), Codeware (January 2023), Let It Fly Media (March 2024), KORE (October 2024), and Spring Media Group (October 2024) — and now operates 14+ offices across the UK, mainland Europe, North America, Australia, and India.
Two Circles monetizes primarily through enterprise B2B retainers and platform licensing with bespoke, multi-year contracts negotiated via direct enterprise sales; no public pricing exists. Revenue is generated across three streams: data-driven marketing and consulting services (professional services), proprietary platform subscriptions (SaaS licensing for KORE, transaction-based streaming via StayLive), and end-to-end live broadcast production. Since September 2024 the company has been majority-owned by Charterhouse Capital Partners following a $315 million transaction, with additional minority investments from Otro Capital, Bolt Ventures, and the David Blitzer family office; co-founder Gareth Balch remains in the CEO seat.
Two Circles firmographics
Firmographics- Name
- Two Circles
- Legal name
- Two Circles Limited
- Website
- https://twocircles.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Two Circles is a London-based data-driven sports marketing agency combining proprietary platforms (KORE, StayLive, Courtside 1891) with advisory services to grow audiences and revenues for 950+ sports rights holders globally, including the NFL and Premier League.
- Ownership category
- akta.pro rank
Two Circles industry classification
Industry- Product category
- Sports Marketing Services
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)
- akta.pro secondary industries
- Sports Rights Agencies & Brokers (Acquisition/Packaging) (MPABAJAH), Sports & Event Media Rights Licensing (MPADALAE)
Keywords
Where Two Circles is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices14 records
Markets served
Two Circles business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Marketing and Data Services: Two Circles provides data-driven marketing services to sports and entertainment organizations including audience growth, sponsorship optimization, media rights consulting, and fan engagement strategies. Revenue is generated through agency fees, consulting retainers, and project-based engagements.
- Technology and Platform Licensing: Revenue from licensing proprietary platforms including KORE (sponsorship/CRM), StayLive (streaming), and Courtside 1891 (basketball streaming). Includes subscription fees for SaaS platforms and transaction-based streaming revenues.
- Broadcast and Live Production: End-to-end live production services for sports events, including television production, remote capabilities, and streaming delivery. Serves ATP Challenger Tour, FIG World Cup Series, and other international events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise B2B services with custom pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Two Circles product offering
Product offeringCore offering
Two Circles is a data-driven sports and entertainment marketing agency that helps sports rights holders grow audiences and revenues through proprietary technology platforms (KORE for sponsorship/CRM, StayLive for streaming, Courtside 1891 for basketball) combined with full-service marketing capabilities in broadcast production, social media, fan data analytics, media rights, sponsorship, ticketing, and retail. The company serves 900+ sports organizations globally by analyzing 1.6 billion fan data profiles annually to deliver personalized marketing and optimize commercial performance.
Product overview
Two Circles is a data-driven sports and entertainment marketing business that operates as a platform-plus-services model. The company offers a portfolio of technology products including KORE (sponsorship management and fan intelligence platform), StayLive (streaming technology), and Courtside 1891 (joint venture streaming platform with FIBA). These platforms are complemented by professional services spanning audience growth (broadcast, social media, web/app, fan data) and revenue growth (media rights, sponsorship, ticketing & premium, retail & licensing). The company serves over 950 clients globally including the NFL, Premier League, Wimbledon, and UEFA, managing billions of fan data interactions annually.
Differentiator
Problem solved
Functional benefit
Brands
- StayLive: Streaming technology platform for sports events
- KORE
- Courtside 1891
- CFP Films
Products and services
- KORE Platform Fan and partnership intelligence platform providing CRM, sponsorship management, and fan data solutions for sports organizations to centralize commercial inventory and track partnerships and fan engagement across the ecosystem.
- StayLive Streaming Technology Live streaming and video distribution platform enabling scalable sports broadcasts with geo-restrictions and dynamic pricing, serving clients such as INDYCAR, FIG, TOP 14 Rugby, and ATP events.
- Courtside 1891 Official basketball streaming platform jointly operated with FIBA Media, offering live and on-demand basketball content worldwide via free and paid subscription tiers.
- Audience Growth Services Bespoke live production services, fan marketing programs, social media strategy and content creation, web and app development, and fan data management solutions for sports properties.
- Revenue Growth Services Media rights strategy and sales, end-to-end sponsorship services including strategic consultancy and activation, ticketing and premium experience optimization, and retail and licensing strategy.
- Sports IP Revenue League Report Annual research report ranking the 50 most 'new revenue-generative' sports properties worldwide, analyzing sports intellectual property revenues and market growth trends.
- Sports Attendance Review Annual research report analyzing sports attendance trends, including analysis of U.S. sports events, women's sports growth, and star athlete impact on attendance.
- Live Broadcast & Production Services End-to-end live production services for sports events, including television production, remote production capabilities, and streaming delivery, serving clients such as ATP Challenger Tour, FIG World Cup Series, and INDYCAR.
Quantifiable outcome
- 6x subscriber growth across 200+ territories for NFL Game Pass International
- +7 more outcomes
Companies that use Two Circles
Customer profileNamed customers28 records
Segments4 records
Ideal customer profiles2 records
Two Circles technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability3 records
Feature4 records
Two Circles partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Aeries TechnologyminorCollaboration to support the launch of Two Circles' Hyderabad office in India. Aeries supports global organizations expanding into India to access technology talent and build long-term capabilities.
- Mountain West ConferencecoreMountain West contracted Two Circles for conference-wide marketing campaign services.
- ATPcoreTwo Circles expanded partnership with ATP to become official live television production partner for the ATP Challenger Tour under a two-year deal through 2027. Produces live coverage of 35+ events globally per season, over 800 matches.
- German Football Association (DFB)coreDFB contracted Two Circles' KORE sponsorship management platform to centralize commercial inventory and enable tracking of partnerships and fan engagement across the DFB ecosystem.
- UCLA AthleticscoreLaunched Blue & Gold Society loyalty program - first unified fan membership platform for UCLA Athletics, providing insider access, exclusive experiences, and premium merchandise.
- Eredivisie CVcoreExtended partnership through 2026 for audience development, combining fan data, technology, and marketing expertise. Partnership began in 2021 to build direct fan relationships ahead of media rights renewal.
- Spring Media GroupcoreAgreement to acquire Spring Media Group, a media rights, live production, and streaming company. The acquisition expands Two Circles' European presence and adds remote live-production capabilities, increasing client base to over 950 organizations globally.
- KORE (acquired)coreAcquired fan and partnership intelligence platform to enhance data-driven offerings. Expands Two Circles' client base in North America to include NASCAR, MSG, and most US professional teams. Now operated as Two Circles' KORE platform.
- Let It Fly Media (acquired)minorUS-based creative agency specializing in sports video production and content creation. Acquisition aimed to expand revenue streams through content development and strengthen client connections across influential sports brands.
- Codeware (acquired)minorAustralian digital firm acquired as part of expansion in Oceania. Led to opening of new Melbourne office.
- LiveWire Sport (acquired)coreSports content specialist acquired to enhance sports marketing capabilities and accelerate transition to direct-to-consumer models. Expanded international team to 450 employees and added content creation expertise.
- Squash Media & MarketingminorTwo Circles appointed to accelerate global audience and commercial growth for Squash Media.
- European LeaguesminorPartnership with European Leagues for commercial and audience development services.
- TOP 14 / LNRcoreLNR partnered with Two Circles for TOP 14 Rugby TV streaming service powered by StayLive technology. Also secured 11 broadcast partnerships across 90+ territories.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
Two Circles competitors and assessment
Company assessmentDirect peers
- Octagon: Global sports marketing agency offering sponsorship consulting, talent management, and content services to leagues, federations, and brands. Most direct traditional agency peer to Two Circles' sponsorship, media rights, and fan engagement services with comparable enterprise sports-property clients (FIFA, NFL, IOC, UEFA).
- Wasserman Group: Sports marketing, talent representation, and consulting agency with significant European and North American league/federation engagements. Comparable to Two Circles in agency-driven revenue growth services for sports properties and an analogous go-to-market in sports sponsorship and consulting.
- Deltatre: Sports digital and broadcast technology provider powering OTT streaming, live production, and data services for leagues and broadcasters. Direct overlap with Two Circles' StayLive streaming platform and Courtside 1891 FIBA joint venture in the sports streaming and live production market.
- Stats Perform: Sports data and AI company (owner of Opta) serving leagues, federations, media, and betting operators. Closest like-for-like to Two Circles on the data/analytics layer with the integration of official data feeds, fan engagement analytics, and content for rights holders.
- Lagardère Sports: International sports marketing agency with sponsorship, media rights, hospitality, and event-operations capabilities. Direct competitor to Two Circles in sponsorship sales and media rights brokerage for major European federations and leagues.
- Engine Sport: UK-headquartered sports marketing agency group (Engine, MHP Mischief, W Communications) providing sponsorship, PR, and fan engagement to sports properties. Like Two Circles, a UK-rooted B2B sports marketing agency expanding into data-driven services for rights holders.
Emerging players
- Catapult Sports: Sports performance analytics and athlete tracking company serving professional teams and leagues. Overlaps with Two Circles' data-and-analytics layer but focused on athlete/team performance rather than the fan-side commercial intelligence Two Circles monetizes.
- Hookit: Sports sponsorship analytics platform quantifying sponsorship media value and fan engagement across social channels. Comparable in the sponsorship-measurement layer of Two Circles' KORE / sponsorship-management offering, focused narrowly on sponsorship ROI rather than full agency services.
Broad incumbents
- Endeavor: Global sports and entertainment conglomerate (parent of IMG, WME, UFC) with broad sponsorship, media rights, and event-services offerings. Larger and more diversified incumbent operating in adjacent and overlapping sports marketing segments, including sports rights representation.
- Nielsen Sports: Division of NielsenIQ providing sponsorship valuation, fan insights, and media consumption measurement to brands, agencies, and rights holders. Adjacent to Two Circles' sponsorship analytics and fan-data insights capability and competes for the same sports-marketing intelligence budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Two Circles social profiles
Digital presenceTwo Circles compliance and trust
Trust signalCompliance2 records
Two Circles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Two Circles leadership team
Management profileNumber of profiles
Profiles13 records
Two Circles subsidiaries and ownership
Company hierarchySubsidiaries6 records
Two Circles funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Two Circles M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Two Circles
What does Two Circles do?
Two Circles is a data-driven sports and entertainment marketing agency that helps sports rights holders grow audiences and revenues through proprietary technology platforms (KORE for sponsorship/CRM, StayLive for streaming, Courtside 1891 for basketball) combined with full-service marketing capabilities in broadcast production, social media, fan data analytics, media rights, sponsorship, ticketing, and retail. The company serves 900+ sports organizations globally by analyzing 1.6 billion fan data profiles annually to deliver personalized marketing and optimize commercial performance.
Is Two Circles a public or private company?
Two Circles is a private company. It is classified as private equity controlled and is currently operating.
When was Two Circles founded?
Two Circles was founded in 2011. It employs 501 to 1,000 people.
Where is Two Circles based?
Two Circles is headquartered in London, United Kingdom, in the Europe region.
How does Two Circles make money?
Three revenue lines are on record. Marketing and Data Services are the primary driver. The others are technology and Platform Licensing and broadcast and Live Production.
Who are Two Circles's main competitors?
Direct peers on record are Octagon, Wasserman Group, Deltatre, Stats Perform, Lagardère Sports and Engine Sport. Emerging players are Catapult Sports and Hookit. Broad incumbents are Endeavor and Nielsen Sports.
Does Two Circles have an API?
No public API is recorded for Two Circles.
What industry is Two Circles in?
Two Circles's product category is Sports Marketing Services. Its primary akta.pro industry code is MPAKAKAO, Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development), with a secondary code of MPABAJAH, Sports Rights Agencies & Brokers (Acquisition/Packaging). Its NAICS code is 71121 and its SIC code is 7900.