UP225 What Just Happened: Two Circles buys Livewire Sport

This week, sports agency Two Circles bought Livewire Sport, a content production company that works for clients including the Premier League, Wimbledon, World Rugby, ECB and the International Paralympic Committee. This follows on from last year’s buyout of TRM Partners, the commercial sales agency.So Sean and I went to Two Circles headquarters in London to find out why and to ask what it says about the way the sports business is evolving. Our guests are Two Circles founder Gareth Balch and Pranav Soneji, one of the founders of Livewire and the conversation was an opportunity to ask about the future direction of sports governing bodies, federations and tournament rights holders and about the battle lines of the next ten years, between two conflicting ideologies.Every episode of Unofficial Partner can be found by using the big podcast providers, including Apple, Spotify, Google Podcasts or via your favourite podcast app. We’d love it if you could take the time to rate us on Apple or Spotify, as it helps spread the word. And if you’re interested in more sports business comment and analysis, you can follow us on Twitter @UnffclPrtnr The weekly Unofficial Partner newsletter is read by thousands of people across the sports business every Thursday, to join them subscribe via unofficialpartner.comUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.