WPP has gained a majority stake in Two Circles Limited, a London-based, data-driven sports marketing agency.
After the deal, Two Circles will become part of ESP Properties, GroupM’s newly launched company serving rightsholders in the worlds of sports and entertainment.
Founded in 2011, Two Circles has become the market leader for a data-driven approach to sports marketing in Europe. Its clients include the England and Wales Cricket Board, Valencia CF, Liverpool FC, Lawn Tennis Association, Ascot Racecourse and Harlequins, Bath and Wasps Rugby.
In 2014, Two Circles was awarded Agency of the Year at the BT Sport Industry Awards. The business is also a nominee for Agency of the Year at the 2015 Brand Republic Digital Awards.
WPP’s digital revenues were $6.9bn (£4.5bn) in 2014, which was 36 per cent of its total revenues of $19bn. WPP has a target of 40-45 per cent of revenue to be derived from digital in the next five years.