Global sports marketing agency Two Circles has acquired Let It Fly Media, a US-based video production and content shop.
The move enhances Two Circles’ global capabilities, supported by Let It Fly Media’s expertise in creating high-quality, impactful sports marketing content. As part of this acquisition, Let It Fly Media will now be officially known as Two Circles.
This is Two Circles’ first move of consequence since U.K. private equity firm Charterhouse Capital Partners took a majority stake earlier this year, buying an 80% interest from Bruin Capital. As such, the Let It Fly acquisition can be seen an early roadmap for Two Circles.
This integration furthers Two Circles’ fusion of content and data, enabling clients to more effectively drive value for brand partners and audiences. Let It Fly Media’s skill in video creation dovetails with Two Circles’ already industry-leading content strategy and insights services as well as production for social media and digital platforms, operating the channels for some of the world’s largest sports properties.
Gareth Balch, CEO & co-founder of Two Circles, said: “At Two Circles, we have established our leadership in leveraging data to elevate the value of sports, with a proven impact on driving revenue and enhancing our clients’ businesses. Collaborating with Let It Fly Media presents a multitude of opportunities to expand revenue streams around content. Our shared objective is to create more – developing powerful brands, strengthening connections with audiences, and generating more revenue for our clients.”
Founded in 2017 by Andrew Carter and Ben Walnick, Let It Fly Media has offices in Kansas City and Miami and has distinguished itself with innovative content and strategic social media campaigns across sports, entertainment, and business sectors. As the creative force for clients like the College Football Playoff, the Rose Bowl, Formula 1 Miami Grand Prix, and the NWSL’s KC Current, Let It Fly Media merges cinematic storytelling with strategic short-form social content. Specializing in branded media and event coverage, Let It Fly Media’s noteworthy accomplishments include enhancing social and digital experiences for the College Football Playoff, as well as spearheading a team for both real-time and long-form content creation for the F1 Miami Grand Prix, yielding millions of views and engagements.
“We have fine-tuned a scalable, repeatable, and customizable process and product – and now, with this integration into Two Circles, it’s like taking a Ferrari off the streets and hitting the Autobahn, accelerating our mission to create more dynamic sports marketing content,” shared Carter. “We believe Two Circles and Let It Fly Media are two businesses with the same DNA. This is a successful melding of art and science – and it brings a unique, disruptive proposition to the marketplace. We believe this alliance will provide immense benefits to our current and future clients."
“Aligning with a global leader in sports like Two Circles is the best next path in our incredible journey,” added Walnick. “Now, with both companies working alongside some of the most influential brands and properties, the upside is enormous. We are thrilled to kick off this new chapter with Two Circles, marrying the best in the world in data-driven marketing and revenue growth, with brilliant creativity, to make a lasting impact on the future of global sports.”
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