Two Circles, the London-based international sports agency, has unveiled a deal to acquire Kore, an intelligence platform based around fans and partnerships.

The agency has said this agreement, announced yesterday (October 16), will “support its data-driven approach to growing the value of sports and entertainment for fans and rights holders.”

The tie-up brings sporting clients such as US stock car racing’s Nascar and multiple US sports franchises into the Two Circles stable, helping expand the agency’s presence in that major market.

Up until this point, Kore has been majority-controlled by the Serent Capital firm since 2018, which in June was reported as being ready to offload the brand.

The deal comes in the wake of Two Circles’ own acquisition by the Charterhouse Capital Partners investment firm at the beginning of 2024, and with significant US business having been conducted in the last year, including deals having been struck with properties such as American football’s NFL, golf’s PGA of America, and horse racing’s Kentucky Derby.

In terms of recent expansion, meanwhile, the agency brought in experienced commercial executive Lars Stegelman to lead its new office in Germany, in September.

Last month also saw Two Circles secure investment from Otro Capital and Bolt Ventures (the family office of US investor and sports franchise owner David Blitzer).

Through this investment, a Two Circles North America Operating Board has been created, chaired by Alec Scheiner, an Otro partner and co-founder.

Other recent contracts secured include Two Circles being appointed to sell commercial and media rights for UEFA European women’s soccer, for the 2025-30 cycle, and becoming the main sponsorship and digital sales agency for World Rugby in an expanded tie-up.

Gareth Balch, chief executive and co-founder at Two Circles,  said: “The team at Kore have been pioneers in using technology and creating self-serve solutions to help organizations be more efficient in their approach to fan marketing.  

“We believe that combining our businesses can revolutionize the industry, creating more opportunities and more revenue for our clients through smarter measurement, richer business insights and more actionable fan data.”

Stewart Lynn, a partner at Serent Capital, added: “Two Circles is the natural home for Kore products … We know that their incredible team can take Kore products to the next level, delivering more services, data and ultimately value to clients.”