Two Circles acquires Codeware and establises Melbourne=base

The multinational Two Circles agency has established its sixth international office in Melbourne following the acquisition of technology company Codeware.

Two Circles’ takeover of Codeware, which specialises in technology, design and digital transformation, will see the agency expand its prodcut offering, while growing its reach in the global sports industry with a new team delivering locally for clients in Australia and New Zealand.

The latest agreement follows a period of global growth for the agency, following similar acquisitions of content agency LiveWire Sport in February 2022, ticketing hospitality experts Sports Ink in January 2021, and rights management business TRM Partners in November 2020.

Two Circles, which is majority-owned by Bruin Capital, will now see its global headcount expand to over 500 staff across six international offices, with Melbourne joining London, Paris, Bern, New York and Los Angeles.

Codeware was founded in 2013 by Sam Walch, who now becomes ANZ Managing Director for Two Circles.

Foundation clients include Cricket Australia and the Victorian thoroughbred racing industry, who embarked on their digital transformations under Codeware leadership.

The agency has since gone on to add other leading sporting organisations to its stable of clients, including New Zealand Rugby, NRL, AFL, ESPN, Sydney Cricket & Sports Ground Trust, and Melbourne Racing Club.

Two Circles Chief Executive, Gareth Balch commented “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.”

Walch went on to say “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.”

Image credit: Two Circles.