Two Circles, the international digital-focused sports agency, has acquired LiveWire Sport, the UK-based sports content creation firm.
LiveWire, which builds content for sporting properties and organizers such as World Rugby, the Wimbledon tennis grand slam, English soccer’s Premier League, and the England Cricket Board, will become the content vehicle for Two Circles.
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The creative agency, which launched in 2011, also has a 10-year relationship in place with the International Paralympic Committee and will be working at the Beijing Winter Paralympics next month.
Two Circles has said the acquisition will allow it to fuse content and data to grow audience numbers, build brand recognition, create new sponsorship rights opportunities, and ultimately drive revenues, for its partners.
LiveWire also has recommended agency status with Facebook and Instagram and recently became a managed partner on YouTube.
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Gareth Belch, Two Circles’ chief executive, 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 …”
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By GlobalDataCaroline Cheese, LiveWire’s co-founder, added: “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.”
In October last year, Two Circles added a new two-year agreement to its existing partnership with American football’s NFL.
Through the new deal, Two Circles will help to expand the NFL’s international audience, which in turn will increase its digital and revenue growth.
The agency has a vast portfolio of sports franchises in its stable, including the Premier League, the European soccer governing body Uefa, the International Cricket Council, golf’s European Tour, Wimbledon, the Welsh Rugby Union, and rugby union side Saracens.
