Bruin Sports Capital, which operates as an advertising company, agreed to acquire Two Circles, data analytics, technology, and sports marketing agency. Financial terms were not disclosed. “The sports industry is moving from a B2B model to a direct-to-consumer model where growth will be centered around a direct relationship between sports and fans. Over the last eight years, we believe we have built proven models that can take sports properties on this journey. With Bruin's backing, experience, and relationships in global sport, we have the perfect platform to enter the next phase of commercial growth – both for our clients and as an agency," Gareth Balch, Two Circles Co-Founder, and CEO.