With the acquisition of Codeware, Two Circles will be able to offer its clients a wider range of services, including digital strategy, design, and technology.
This will allow the agency to help sports organizations create value using technology, which will in turn help to grow the value of the sports industry in Australia and New Zealand.
The acquisition follows a period of global growth for Two Circles, which has made similar acquisitions in the past, including LiveWire Sport, Sports Ink, and TRM Partners.
This acquisition will add to the agency’s existing capabilities and will serve as a foundation to build out Two Circles’ wider proposition on the ground in Australia and New Zealand.
Codeware’s founder, Sam Walch, will be join the Two Circles team, bringing his expertise and experience to the agency.
Commenting on the acquisition, Two Circle CEO, Gareth Balch, said: “We couldn’t be prouder to be announcing this news with Codeware to the world.”
“They are brilliantly talented and experts in the field, but also share our values and enthusiasm to make the sports industry a better place.
“As an agency, we have been working with the likes of New Zealand Rugby and Cricket Australia for a number of years, so we are thrilled to be opening our latest international office in a market that is buzzing with all the passion and energy you would expect from a sports agency working with such high profile clients.
“We can’t wait to continue delivering even greater value with our new, expanded team,” he said.
Walch, who will take over as Two Circles’ MD or ANZ, added: “Having observed Two Circles’ talent and approach to sport, data and commercial outcomes over a number of years we are now incredibly excited to join the organisation.”
“Alignment in our mindset and values made this an easy decision and we look forward to expanding our services as we introduce Two Circles on the ground in this market.
“In time I believe that this deal will be seen as a significant moment for sport in Australia and New Zealand and I want to thank the Two Circles team for their belief in our capabilities,” he said.
Foundation clients have included the likes of Cricket Australia, with the agency adding New Zealand Rugby, NRL, AFL, ESPN, Sydney Cricket & Sports Ground Trust, and Melbourne Racing Club as stable clients later on.
