Two Circles, the international digital-focused sports agency, has announced the acquisition of US-based content firm Let It Fly Media.

As part of the deal, Let It Fly Media will now be officially known as Two Circles.

Founded in 2017 by Andrew Carter and Ben Walnick, the agency has offices in Kansas City and Miami and specializes in sports video production, particularly in branded media and event coverage.

It has worked with clients across the sports, entertainment, and business sectors including the College Football Playoff, the Rose Bowl, Formula 1 Miami Grand Prix, and the NWSL’s KC Current.

Two Circles said the integration will enable its clients to “more effectively drive value for brand partners and audiences.”

Gareth Balch, chief executive and co-founder of Two Circles, said: “At Two Circles, we have established our leadership in leveraging data to elevate the value of sports, with a proven impact on driving revenue and enhancing our clients’ businesses.

“Collaborating with Let It Fly Media presents a multitude of opportunities to expand revenue streams around content. Our shared objective is to create more – developing powerful brands, strengthening connections with audiences, and generating more revenue for our clients.”

Carter added: “We have fine-tuned a scalable, repeatable, and customizable process and product – and now, with this integration into Two Circles, it’s like taking a Ferrari off the streets and hitting the Autobahn, accelerating our mission to create more dynamic sports marketing content.

“We believe Two Circles and Let It Fly Media are two businesses with the same DNA. This is a successful melding of art and science – and it brings a unique, disruptive proposition to the marketplace. We believe this alliance will provide immense benefits to our current and future clients.”

In January, Two Circles itself was acquired by Charterhouse Capital Partners after the UK private equity firm struck a deal with the agency’s US-based sports and entertainment investment firm Bruin Capital.

The deal is expected to be completed in the first quarter of 2024 and the company will continue to be run by founder Balch and the existing management team after the takeover.

The deal is reportedly valued at £250 million ($320.2 million).