The data-led sport agency
Two Circles is the largest data-led sport commercial agency, advising leagues (Premier League, NFL, ATP, USTA), federations (FIFA, UEFA, IOC), clubs (selected European top-flight), and rights-holders on partnership architecture, ticketing strategy, broadcast distribution, and direct-to-consumer activation. The agency operates from London, New York, and offices across Asia-Pacific.
Charterhouse Capital Partners acquired Two Circles in 2022. The agency's commercial-data architecture has scaled materially since acquisition, with deepened consultancy, data-platform, and creative-content positions across global sport-rights markets.
Scale and structure
What the institution actually does
Two Circles operates a vertical-practice agency model: dedicated teams across partnership architecture, ticketing optimisation, broadcast and DTC strategy, creative content, and data-platform engineering. The data-platform engineering side is the structural differentiator — Two Circles has built proprietary fan-data and commercial-attribution infrastructure that anchors broader advisory revenue.
The Charterhouse-led acquisitive posture since 2022 has added selected agency capabilities and expanded the data-platform footprint. The London HQ remains the centre of gravity for global federation and league work.
Direction in 2026
Two Circles' stated direction in 2026 is vertical-practice expansion alongside continued data-platform investment. Geographic expansion focuses on Asia-Pacific and Latin American positions. The agency continues a selectively acquisitive posture under Charterhouse.
- Two Circles corporate communications and case studies
- Charterhouse Capital Partners portfolio disclosures
- Trade press: SportsPro, Sportico, FT, Sport Business
- Premier League and UEFA commercial-architecture reporting
- Industry reports on sport-data agency landscape